Intel names will.i.am director of creative innovation

Jan 26, 2011, 19:37 GMT

San Francisco - Intel has named will.i.am its director of creative innovation and the recording artist will work with the computer ship giant on developing new laptops, smartphones and tablet computers, according to a company announcement.

The move could mark a new trend among technology companies in naming leading musical artists to creative positions after Polaroid recently named Lady Gaga as its creative director.

Intel said it was still working on the exact parameters of the relationship. But Intel marketing chief Deborah Conrad said that the focus would be on marrying the worlds of entertainment and technology to create 'the ultimate experience.'

'Intel is in the midst of transforming the way we communicate with people,' Conrad said. 'Our partnership with will.i.am is a prime example of how we want to convey and deliver the Intel experience. 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.'

'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.'

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