In what might initially seem like a puzzling move, Intel have named Black Eyed Peas star will.i.am as their new 'director of creative innovation'. His specific role within the Californian tech company is unclear, but it's safe to expect a plethora of Intel-powered smartphones and tablets will soon appear in his music videos.
Tech companies and manufacturers are wising up to developing relationships with celebrities and million-selling pop stars, bypassing the standard 'spokesperson' role for a (seemingly) more executive, in-house position. Another example of this came last year when Polaroid appointed Lady Gaga as their creative director, before unveiling a range of products designed by the singer - not forgetting, of course, the almost comical extent of its product placement in her Telephone video.
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