Rapper-producer Pharrell Williams has been named creative director of Karmaloop TV, a new TV channel set to launch later this year.
The channel, which targets tech-savvy 18- to 34-year-olds, will feature original productions as well as acquired movies.
Williams will have a significant equity position in Karmaloop TV, an outgrowth of the 10-year-old website that sells streetwear brands as well as the online KarmaloopTV.
Karmaloop CEO Greg Selkoe said Williams will help create a brand that will get “cutting-edge youth culture” excited about TV, as MTV did in the 1980s.
Williams added that the “progressive youth culture” is underserved by what’s available in the marketplace.
Former AMC president Katie McEnroe heads up Karmaloop TV.
Williams, a Grammy winner who has created hits for Jay-Z, Britney Spears and other stars, is frontman for the rap-rock trio N.E.R.D. and half of the production duo the Neptunes.
The Associated Press contributed to this report.