Last week Pharrell Williams joined Boston-based online streetwear retailer KarmaLoop. Now on the PR train, he and Karmaloop’s founder and CEO Greg Selkois were on CNBC today coining a new term: the Verge Generation. According to CNBC that is “18-34-year-olds who are multi-cultural and tech savvy” or the “young, digital & powerful.”

Karmaloop attracts 5 million monthly unique views. Their YouTube channel, Karmaloop TV, is the 18th most viewed channel on YouTube. This year that equates to a projected 40 million views.

Williams and Selkois are meeting with cable and satellite TV corporations to bring Karmaloop to broadcast television (or, “make it a proper TV channel”). The two are using Verge Generation to characterizes the audience demanding this type of media, and are describing the show as “a new version of MTV for a new generation.”

Thank you to Future Boston Alliance for sharing this CNBC clip with us.