Today Intel named Black Eyed Peas front man will.i.am Director of Creative Innovation for the company.
Intel describes the position, “As an extension of his insatiable fascination with technology, which plays a significant role in his professional and personal lives, will.i.am will engage in a multi-year, hands-on creative and technology collaboration with Intel Corporation.”
“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.i.am.
“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.”
Deborah Conrad, Intel vice president and chief marketing officer added, “We’re thrilled to tap into the limitless creativity will.i.am brings to the table. 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 says will.i.am is slated to collaborate with Intel on all types of products, ranging from smartphones to tablets and laptops.
Intel is not the first company to appoint a celebrity into a creative role. Most recently, Polaroid appointed Lady Gaga as its creative director, which they it claims means she will lead the team in the right direction creatively.
Earlier, TG Daily reported on the growing number of celebrities endorsing various techy brands. The abundance of celebrities at CES was outstanding, an appearance by 50 cent and Lady Gaga all within the convention center itself.
But what do these creative director appointments really mean? Clearly Lady Gaga and will.i.am cannot truly act as creative directors, which would require them to be in-office day-in and day-out. In reality, are these appointments much more than another celebrity endorsement?
It somehow seems wrong that these major companies are using a celebrity’s social influence in order to sell more products, tricking young kids and crazy fans into purchasing cameras and computers because they think will.i.am or Lady Gaga actually had something to do with designing the product.
