• January 25, 2011

Intel has named Black Eyed Peas front man will.i.am its "director of creative innovation." In the role, will.i.am (who also produces and writes much of the group's music) will work on creative collaboration with the company.

"We're thrilled to tap into the limitless creativity will.i.am brings to the table," said Deborah Conrad, Intel's chief marketing officer, in a release. "He's not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally. 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."

Specifics of the relationship were not disclosed, but Conrad said that will.i.am's work may include collaboration on devices such as laptops, smart phones and tablets. He is already working on music expressly for Intel, the company said. "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."