Pharrell Williams is expanding his focus to include a new TV network aimed at the online generation.
Karmaloop TV said the rapper-producer has been named creative director for the network scheduled to launch later this year.
Karmaloop will feature original productions along with movies that have shaped the 18-to-34-year-olds who grew up with the internet.
The Grammy-winning Pharrell, who has created hits for Jay-Z, Britney Spears and other stars, will have a significant equity position in Karmaloop TV, according to the company.
In a statement, Karmaloop CEO Greg Selkoe said Pharrell will help create a brand that will get "cutting-edge youth culture" excited about TV, as MTV did in the 1980s.