Doodles has named Pharrell Williams the chief brand officer of its NFT project, a role which will find him responsible for helping to shape the collection’s approach to music, artwork, consumer products, animation, and events, according to Decrypt.

"I'm a big fan of the brand," Williams said in a pre-recorded video message at the NFT NYC conference, which was held yesterday, adding that he'll also be joining the board. "We're going to build from the core community outward and bring Doodles to new heights, new levels."

Additionally, he is executive-producing the upcoming Doodles Records: Volume 1 album, which will be released in partnership with Columbia Records. This isn't Williams' first foray into the NFT space. He recently launched his own project, Gallery of Digital Assets (GODA), explaining that he first began exploring the concept of NFTs a couple of years back, and was "late to it" (an NFT, which is often used for digital goods like songs, artwork, and collectibles, acts like proof of ownership for an item).

Williams' latest venture follows his recent announcement that he’s clearing the college debt of five Black students, an announcement made during an NAACP panel at the St. Regis Hotel on June 17. In addition to his philanthropic endeavors, this past weekend he was also busy at the second annual Something In The Water Festival in D.C. which also featured Clipse, Justin Timberlake, Q-Tip, N.O.R.E., and SZA, among others.