Pharrell Williams has today launched his rather ambiguous sounding record label, i am Other with a very weird video.

Before revealing any real details about the record label Williams released a video (above) which showed the N*E*R*D front man and several other people meeting at a point in the hills and waiting for what seems to be the arrival of a space ship. All the while Williams’ voice can be heard over the top explaining how he is an outcast, how he does things his own way, how is an ‘Other’.

After watching the video we did a bit of digging to discover that i am Other record label will concentrate on young talent that might not be getting mainstream recognition but who are making waves in their own way, online and through niche music lovers.

Talking about the acts he’ll be signing to the label Pharrell said in a statement, ‘The Others are multifaceted, pro-active people who live outside the box and aren’t confined by categories.’

So there you have it. First signings include Cris Cab (who we’re loving) and Maxine Ashley but we can apparently expect some more names to be released very soon. In the mean time check out the video above which may explain more.