I Am Other (stylized as i am OTHER) is a multi-media creative collective created by Pharrell Williams that serves as an umbrella for all of his endeavors, including Billionaire Boys Club and ICECREAM apparel, textile company Bionic Yarn and a dedicated YouTube channel launched by the Grammy Award-winning rapper, singer, songwriter, record producer, and fashion designer in 2012. The channel was launched on May 12, 2012 as part of YouTube's $100 million original channel initiative. The programming on the i am OTHER channel focuses on music, culture, fashion and the arts. Williams describes the channel as a "cultural movement dedicated to Thinkers, Innovators and Outcasts." The channel launched with original series such as Awkward Black Girl by Issa Rae, StereoTypes, and a series by music journalist Nardwuar.