Pharrell officially pulls back the curtain on i am OTHER, described as a “cultural movement dedicated to Thinkers, Innovators, and Outcasts.” The creative venture consists of the hip-hop mogul’s longtime projects including music production, apparel lines Billionaire Boys Club and ICECREAM, record label, and a premium YouTube channel featuring original programming.

“The idea for i am OTHER really came from the fans,” said The Neptunes producer. “They often say I inspired them to think outside the box and I wanted to establish a creative collective which represents that same philosophy. I believe individuality is the new wealth and I am dedicated to creating and supporting projects that encourage originality.”

The first signees to the i am OTHER imprint include “American Idol” alum Leah LaBelle, Puerto Rican singer Maxine Ashley, Compton rapper Buddy, and Texas musician Alyssa Bernal.

Watch Skateboard P make the introduction below.