Skip to main content

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

Image used with permission by copyright holder

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.

Molly McHugh
Former Digital Trends Contributor
Before coming to Digital Trends, Molly worked as a freelance writer, occasional photographer, and general technical lackey…
HP Envy vs. Pavilion: Which is best?
HP Envy 14 2021 Display

Shopping for an HP laptop might seem daunting at first, as HP has a lot of different models to pick from. Unless you want something niche, like a high-end gaming laptop or a super-portable 2-in-1, you're likely going to be opting for either an HP Envy or HP Pavilion laptop. Especially if you're buying on a budget.

Here's a look at both lines of HP laptops to see which might be best for you.
HP Envy

Read more
The Surface Laptop Go 3 is no match for the MacBook Air
Microsoft Surface Laptop Go 3 front view showing display and keyboard.

Microsoft just introduced the Surface Laptop Go 3, which ostensibly is its budget laptop offering. However, it raised the starting price from the laptop's original $550 to $800, while also offering a slightly upgraded model for $1,000. That places it in competition with some excellent laptops.

Two of the most significant are the Apple MacBook Air M1 and MacBook Air M2. The former starts at $999, while the latter is currently (and often) on sale for $950. Can the Surface Laptop Go 3 compete with two of the best laptops at its higher price?
Specs and configurations

Read more
Against the Dell XPS 15, the Surface Laptop Studio 2 falters
Dell XPS 15 9530 front angled view showing display and keyboard deck.

Dell XPS 15 Mark Coppock / Digital Trends

Microsoft's premier 2-in-1 laptop, the Surface Laptop Studio, just got refreshed, and it has had its performance quotient upped significantly. We compared the first generation to the Dell XPS 13 based on size, but the Surface Laptop Studio 2 deserves to be mentioned in the same breath as much faster machines.

Read more