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from the L.A. Times

Will.i.am named Intel's director of creative innovation

WilliamIntel01

Will.i.am is joining Intel as its director of creative innovation.

The world's largest computer chip manufacturer announced the music producer and frontman for the Black Eyed Peas will contribute to the company by way of music and input in developing smart phones, tablets and laptops.

In a message on Twitter, Will.i.am said, "Its official. I just became the director of creative innovation for Intel. Every beat I make is made with intel. And now were partners."

WilliamIntel02 Intel announced Tuesday its teaming with Will.i.am, whose real name is William James Adams Jr., in a news event at the Anaheim Convention Center, where the company is holding an internal sales and marketing conference.

At the Anaheim event, Will.i.am showed off an Intel employee badge, the company said in a statement.

The move to bring Will.i.am on as more than simply a spokesman follows in the footsteps of Polaroid, which appointed Lady Gaga its creative director in 2009.

“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,” said Deborah Conrad, the Santa Clara-based firm's head of marketing in a statement.

Will.i.am has signed on for a multiyear contract with the company and will be hands-on with technology, Intel said. No other details on the collaboration were offered.

The Black Eyed Peas have won six Grammy Awards and sold more than 29 million records. Will.i.am is also known as a tech fan and the group featured the upcoming BlackBerry PlayBook tablet in its recent music video, "The Time (Dirty Bit)."

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-- Nathan Olivarez-Giles

Twitter.com/nateog

Photos: Will.i.am flashes his Intel employee badge and waves at an Intel event in Anaheim on Tuesday announcing his appointment as director of creative innovation. Credit: Intel

 
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