Will.i.am Joins Intel As ‘Director Of Creative Innovation’
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Thursday, 27 January 2011 |
Written by James Conlon
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Black Eyed Peas frontman Will.i.am has joined Intel as their Director of Creative Innovation. The rapper was recruited by Intel (who specialise in making computer-chips) to help the company develop a stronger brand identity and gain more attention from younger consumers.
Although the details of Will.i.am’s newly-created role hasn’t been confirmed by the company as of yet, it is believed that he will be assisting in the development of their entire range, initially working on music for the worldwide brand.
Company executives seem excited about the move, as confirmed by Vice President Deboran Conrad as he said earlier this week: "We're thrilled to tap into the limitless creativity Will.I.Am brings to the table. He's not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally.”
He continued: "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."
The partnership is designed as a long-term collaboration between the rapper and Intel, whose chips currently are the driving force behind more than 80 percent of the world’s personal computers.
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