Will.i.am Hired as Creative Director for Intel

Black Eyed Peas frontman Will.i.am has landed himself a new gig at Intel, of all places. The company announced Tuesday (Jan. 25) that the Grammy winner, who has long used new media to mobilize politics, social issues and music via his website Dipdive, has signed on to assist as director of creative innovations for Intel.

"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. "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."

The relationship fuses the company's "compute continuum" and "visual life" initiative which explores how visual experiences like photos, videos and movies redefine the relationship consumers have with their devices. "We're thrilled to tap into the limitless creativity will.i.am brings to the table," added Intel Vice President and Chief Marketing Officer Deborah Conrad. "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."

Although all of the specifics of his role have not been disclosed, Conrad revealed that the partnership marries technology with music for an elevated customer experience. The Los Angeles native will collaborate in the production of laptops, smart phones, tablets, and other devices and is also working on new music specifically for the technology company.

Watch The Black Eyed Peas' 'The Time (Dirty Bit)'