Multi-platinum artist and producer will.i.am has taken on a new gig.
The flamboyant front man for The Black Eyed Peas has signed on as "director of creative innovation" for computer chip maker Intel Corp.
Although, specifics were not announced, Deborah Conrad, Intel's vice-president and chief marketing officer, said the partnership marries entertainment and technology to create "the ultimate experience."
"As a technology company, technology is always seen as kind of cold and distant and we actually want to start bridging the gap and create a more emotional connection with people who use our technologies because the stories about what people can do with being connected or by using computers in all kinds of innovative ways are just amazing," Conrad said at a news conference.
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"A big part of what we are looking to do is to drive a stronger emotional connection and create experiences that are enabled by the stuff that we make."
The artist will collaborate with Intel on creative and technology endeavours across the "compute continuum." This could include devices such as laptops, smart phones and tablets. He is also already working on music expressly for Intel.
"This partnership is beautiful because we can talk about making products from an artist's perspective," will.i.am said. "We can talk about what fans might want via this partnership. Having that, there is no middle person. It's three people dancing, the fan, the enabler and the creator, and that's amazing."
The performer, whose real name is William James Adams, Jr., has won seven Grammy Awards, including Best Pop Performer for I Gotta Feeling.