"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," will.i.am said in a statement. "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."
Intel will collaborate with will.i.am on many creative and technology endeavors that may include laptops, smart phones, and tablets. He is also already working on music expressly for Intel. In short, it's a huge PR initiative, which is surely costing the company millions of dollars.
"We're thrilled to tap into the limitless creativity will.i.am brings to the table," Deborah Conrad, Intel vice president and chief marketing officer, said in a statement. "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. Intel is in the midst of transforming the way we communicate with people. 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."