The Art of Being Many Things
Pharrell Williams has officially launched VIRGINIA; his new brand and creative playhouse.
The first time you land on blackyachtrock.com (VIRGINIA’s url) you are met with two options: “sing” or “enter”.
The ‘sing’ option will take you to digital karaoke game, granting you access to exclusive events, new music, collaborations and more. Clicking ‘enter’, will bring you to the site's homepage — a giant scrollable cartoon of a beach scene, complete with both animals and humans kitted out in the brands inaugural collection.
VIRGINIA is Pharrell’s creativity unleashed. Fashion, music and community collide on this platform; an expression of multi-disciplinary craftsmanship.
The Multi-Hyphenate Creative
The word ‘creative’ (adjective) is used more like a noun; an easy way to identify people with an insatiable desire to create.
Once musicians, athletes and actors and actresses reach a certain level within their career they move on to pursue other side quests; e.g Snoop Dogg’s cooking career. But what’s the difference between a side-questing creative and someone considered a multi-hyphenate?
Multi-hyphenates are excellent in more than just the category they are known for.
Pharrell: Musician turned Mogul
Kendrick Lamar: Rapper turned Creative Director
Childish Gambino: Actor turned Musician/Filmmaker
It’s likely that Pharrell, Kendrick Lamar and Childish Gambino have always had the ability to do all of the creative work we have seen them do. What makes these creatives multi-hyphenate is that they can execute their creativity with mastery in each different sphere.
Could Pharrell have launched VIRGINIA before being Men’s Creative Director at Louis Vuitton? Probably, but this is a playful introduction to his next era.
Is it a website? A new age sound-cloud? An online storefront? Or a community?
It’s all the above and none of the above individually.
Whatever it is, we’re sure it will set pace on what creativity unleashed looks like.