Certified hitmaker Pharrell Williams is expanding his business ventures with a new auction house and content platform known as JOOPITER. Pharrell announced the venture on Instagram, saying “JOOPITER is about letting go of the past – of everything. Recognizing that I felt a compulsion and responsibility to hold on to what has passed – and [I] am setting myself free. For the beginning of a new era.”
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The primary focus of JOOPITER is providing consumers with a premium auction experience. Individuals can bid on rare cultural artifacts curated by a team of collectors, curators, and creators. Further, on the content side, the platform will serve as a hub for original editorial and archival imagery and video pertaining to each auctioned item.
“The idea behind JOOPITER is to embrace the energy that is released when objects change hands, and to respect the value that’s been created around these objects,” Williams said. “JOOPITER is a new platform for myself and for my fellow curators, one where existing and future generations of collectors can feel welcome to take part in this exchange.”
The inaugural collection, titled Son of a Pharaoh, features 52 familiar artifacts from various points of Pharrell’s career. Most notably, his 18K gold Blackberry that he flashed in his iconic BET freestyle, as well as a Jacob & Co. N.E.R.D. Brain Pendant chain from ’04, and a gilded Sony Playstation PSP. Also included in the assemblage is an Alpinestars Motorcycle Jacket, an adidas Consortium Stan Smith, a Louis Vuitton Steamer Trunk, hand-drawn artwork, and more.
Son of a Pharaoh will see a public viewing at a special auction preview in New York on October 14-15. Additionally, proceeds from JOOPITER sales will benefit Black Ambition’s work to assist Black and Latinx entrepreneurs. For more information, visit the official website.
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