Intel joins creative forces with Black Eyed Peas frontman

by Steven Mostyn - Jan 26 2011, 09:30

Following on from Lady Gaga’s positioning as ‘creative director’ at Polaroid, chipmaker Intel Corp. has announced it is launching a similar partnership with Grammy Award-winning Black Eyed Peas frontman will.i.am.

Although Santa Clara-based Intel hasn’t fully detailed will.i.am’s role or the financial aspects of the deal, he’s been given the title of “director of creative innovation” and will apparently be focusing his musical talents on devices such as notebooks, smartphone handsets, and tablet computers.

“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,” enthused will.i.am (a.k.a. William Adams Jr.) in an official statement.

“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,” he added.

While such creative couplings certainly smack of shallow sensationalism designed to bolster a company’s consumer standing, the development of worthwhile products is still possible.

Case in point, Lady Gaga and Polaroid recently unveiled a range of snazzy sunglasses equipped with an on-board camera, removable data storage, and the capacity to playback video through built-in lens screens.

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