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Intel names Black Eyed Peas’ will.i.am as director of creative innovation

It looks like Intel is taking a page out of Polaroid’s book. The instant-print camera company brought Lady Gaga on as creative director last year, and now chip manufacturer Intel has hired will.i.am of the Black Eyed Peas for the same purpose.

In a press release, Intel announced the musician will serve the world’s largest chip maker as director of creative innovation and will collaborate with the company on specific products, namely laptops, smartphones, and tablets.

Will.i.am will be involved in Intel’s “computer continuum” campaign. The company is focused on connectivity in its devices, and the artist’s influence is also intended to infuse entertainment into the brand and its forthcoming products. “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,” he said at today’s press event.

If you’re having trouble taking this seriously, you’re not alone. It can be difficult to swallow when celebrities are tied to major technical companies, like Intel. Still, creative input never hurts. Critics were quick to pan Lady Gaga’s involvement with Polaroid as nothing more than a PR move, but by all accounts she’s been an active and productive cog in the Polaroid machine. We were impressed with her apparent involvement in the manufacturer’s new lineup at CES – and even if it is merely a ruse, it’s a good one and people will buy into it.

Getting a younger generation to identify with Intel is also a smart move. “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,” VP and chief marketing officer Deborah Conrad said.

And will.i.am isn’t entirely new to tech: In addition to being a producer, he introduced a new robotics game at the FIRST Robotics Competition this year.