Tyler the Creator

Odd Future frontman Tyler The Creator has partnered with production firm Whalerock Industries for what the rapper hopes will be the new generation’s MTV or Cartoon Network.

“We’re just cutting out the middle-man. Technically, I’m creating my own network. I’m creating my own MTV, my own Cartoon Network… on this thing. It’s just basically my brain in one place,” Tyler said during the Code/Media conference in Las Vegas recently.

According to Variety, the company’s deal with Tyler is part of its new strategy to launch media “hubs” in partnership with a number celebrities, including Howard Stern, the Kardashian clan … and also Tyler.

Specifics about Whalerock’s “media hubs” aren’t clear, but the first “hub” they will rollout will be an app from Tyler The Creator, which is set to launch in the first half of 2015. Variety says it will include original and licensed content, and will let the rapper interact directly with his biggest fans. Furthermore, the hubs will include a mix of paid and ad-supported content.

“My generation is the Internet. That’s all we know,” Tyler also said at the Code/Media conference. “This (smartphone) controls our life. What you guys sit and try to figure out, and got these graphs and try to study stuff, you guys are studying us so you can keep a job. It’s the truth.”