Intel gets Black Eyed Peas frontman

In what could be the start of a new trend in the ever-changing tech world, will.i.am, the lead singer for Black Eye Peas is now also Intel’s new director of the deliciously –named ‘creative innovation’ department.

The news came this morning at an Intel press conference in the US which pointed out that will.i.am has a multi-year deal, involving creative and technology collaboration with the chip maker.

"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 will.i.am.

"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 will also write original music about Intel technology, according to the press release.

Apart from wanting to be seen to be hip, Intel has gone to some length to claim this is all part of its concept of the "compute continuum" vision – multiple connected devices and how the visual experience is changing how we use smartphones, laptops, tablets and other electronic devices.

So if this is the beginning of a new trend, then could we soon also see Lady Gaga becoming the new creative director of Apple or Kanye West being hired as Google’s next ‘Innovation Evangelist’?

I sincerely hope not!

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