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Will.i.am Gets Nod as Intel's Director of Creative Innovation

Will.I.Am of the Black Eyed Peas
Getty Images
Will.I.Am of the Black Eyed Peas
Getty Images

If Lady Gaga can become Polaroid's creative director, then why not appoint the front man for the Black Eyed Peas as Intel's director of creative innovation?

At this point, it's fair to ask what's next - L'il Kim as Twitter's new seer of social network relations? But I digress.

"Will.i.am" made it official on Tuesday in a Tweet informing his followers that "Its official. I just became the Director of Creative Innovation for intel. every beat I make is made with intel. And now were partners."

Will.i.am, whose real name is William James Adams Jr, is not joining the company as a full-time employee but he will be helping Intel "develop the next generation of smartphones and tablets, according to company spokesman, David Dickstein.

Speaking with CBSNews.com, Dickstein said that in the near-term, the seven-time Grammy winner is planning to bring out a new version of the Intel five-chime musical bong. The rest of his responsibilities, however, remain to be figured out.

"He's definitely someone who puts his technology where his mouth is," Dickstein said, adding that Intel hopes the appointment will help foster a more emotional connection with younger consumers. "He's an innovator who has been involved in social media and music for years. he uses technology already in his personal and professional lives."

The company statement announcing the relationship said it will tie in "with Intel's "compute continuum" vision, in which more and more devices will compute and connect to the Internet, and the company's "visual life" initiative that explores how visual experiences such as photos, videos and movies are redefining the relationship consumers have with laptops, smart phones, tablets and other devices."