Will.I.Am Named Creative Director of Innovation at Intel

Will.i.am - American Music Awards - Portraits - 2010
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The Black Eyed Peas frontman adds tech marketer to his long list of credits.

Black Eyed Peas frontman will.i.am has teamed up with Intel Corp. to become their new Director of Creative Innovation.

The Grammy Award-winning musician will be assisting with the development of devices including laptops, smart phones and tablets, Intel announced Tuesday at their internal sales and marketing conference.

Intel, the world’s largest chipmaker, hopes to gain the attention of younger generations by incorporating both entertainment and technology, according to Deborah Conrad, the company’s head of marketing. Will.i. am will be involved in a multiyear collaboration with the technology giant, which is said to be a hands-on, creative partnership.

Intel’s chips currently run more than 80 percent of the world’s personal computers.

The Black Eyed Peas have sold 29 million records and have won six Grammy Awards.