Will.i.am appointed Intel’s director of creative innovation

26 Jan 2011

Black Eyed Peas frontman Will.i.am has been appointed director of creative innovation at chip giant Intel, where he will engage in multi-year, hands-on creative and technology collaboration projects.

And what’s his first creation? An Intel ID badge. But the rapper/singer also revealed he is working on music expressly for Intel. Specifics haven’t been disclosed.

The appointment is part of Intel’s ‘compute continuum’ vision in which more devices will compute and connect to the internet and the company’s ‘visual life’ initiative that explores how visual experiences like photos, videos and movies are redefining consumers’ relationships with laptops, tablet computers and smartphones.

Black Eyed Peas star wants to amplify his creativity

“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,” said the multi-platinum record-selling artist.

“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.”

Will.i.am’s collaboration with Intel will include devices like laptops, tablets and smartphones.

Intel’s chief marketing officer Deborah Conrad said the partnership between Intel and the Black Eyed Peas star will focus on the marriage of entertainment and technology to create what she calls the “ultimate experience.”

“Intel is in the midst of transforming the way we communicate with people,” Conrad said. “Our partnership with Will.i.am is a prime example of how we want to convey and deliver the Intel experience. It’s imperative that Intel and our innovations are kept in front of the global youth culture that embraces new devices and new forms of communication and entertainment.”

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years