Intel Corp, the world’s largest chipmaker, said Black Eyed Peas member will.i.am would become a creative director, contributing music and helping in the development of devices such as laptops, smartphones and tablets.
The Grammy Award-winning musician already has an Intel badge and was introduced yesterday at the company’s internal sales and marketing conference in Anaheim, California.
Intel, known for its rows of identical gray cubicles and worldwide network of robot-filled factories, is trying to make sure its products stay at the center of future trends in technology.
Photo: Reuters
A relationship with Will.i.am helps Intel marry entertainment and technology, according to Deborah Conrad, the company’s head of marketing.
“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,” Conrad said.
Will.i.am will be involved in a multi-year “hands-on creative and technology collaboration,” Intel said.
The company isn’t giving any more details of the partnership.
The Black Eyed Peas have sold 29 million records and won six Grammy Awards, according to the band’s Web site.
Other technology providers have signed up rock stars to promote their products. Hewlett-Packard Co (HP) enlisted singer Gwen Stefani in 2007 to help plug HP printers, online design programs and the Snapfish photo service.
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