Pharrell Williams is taking his creative expertise to TV. The Neptunes producer will be joining Karmaloop TV as its creative director, coming on board ahead of the network set’s launch later this year. 

Karmaloop, an online store for street brands, also houses Karmaloop TV, which launched in 2008. Since its debut, the entertainment network has become the 18th most viewed YouTube channel.

Its upcoming TV venture is party funded by Insight Venture Partners and is focusing on the trendy 18-34 demographic. Though the extent of Pharrell’s involvement is unknown, he will hold an equity stake in the new project.

“Pharrell is, without a doubt, one of the most influential cultural creatives and business minds in America today,” said Karmaloop CEO Greg Selkoe. “We’re delighted and honored that he has joined our effort to create a multi-platform brand that will once again excite cutting-edge youth culture about TV, just as MTV did in the 1980s.”

RELATED: Pharrell Talks Recording New Album By The Neptunes