A number of big tech firms have recently drawn upon star power to boost their brands, the likes of HP teaming up with legendary hip hop producer dr Dre and Lady Gaga assuming the role of creative director at Polaroid. Now Intel has announced that Black Eyed Peas front man will.i.am has become the company’s director of creative innovation.

 

The rapper and producer is involved in a “multi-year, hands-on creative and technology collaboration” with Intel. will.i.am, who is already busy creating musical beats exclusively for Intel, will also be collaborating with the company on various creative and technology ventures including notebook PCs, smartphones as well as tablet PCs.

 

 

“Nearly everything I do involves processors and computers, and when I see an Intel chip I think of all the creative minds involved that help to amplify my own creativity,” contemplates will.i.am. “Teaming up with the scientists, researchers and computer programmers at Intel to collaborate and co-develop new ways to communicate, create, inform and entertain is going to be amazing.”

 

“We’re thrilled to tap into the limitless creativity will.i.am brings to the table,” stated Deborah Conrad, Intel vice president and chief marketing officer. “He’s not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally. We share a strong interest in innovation around music, art and lifestyle, and are excited to join forces to establish an authentic, emotional connection with consumers.”