The ongoing legal spat between Pharrell and Will.i.am has taken a turn for the strange, as if fighting over a trademark claim concerning one of the most commonly used phrases in the English language wasn't absurd enough already.
Ostensibly, this is an argument over two very popular artists' very personal brands, which sounds miserable and horrifying, but we assure you it's much more interesting and hilarious then it sounds. Last week, Will.i.am filed a notice of opposition attempting to shut down Pharrell's "I Am Other" brand. See, Skateboard P (as the kids call him) uses I Am Other as a sort of catch-all for Things Related to Pharrell's Brand. There's his website (with a manifesto!), his Twitter handle, and his YouTube page. It's an entertainment empire, pretty much.
But Will.i.am has been using "I am" as part of his personal brand for years. And Will.i.am thinks Pharrell's new thing will "dilute" his personal brand, as if whatever this is wasn't diluting things enough, so he decided to settle this with a reasonable court requested trademark infringement suit. It's only natural Will.i.iam would have first dibs on any "I am" branding, both on the playground and, hopefully, in court. It's right there in his name!