[DaBear]

10:11 | Wednesday January 26, 2011
By Giles Fitzgerald
FRUKT on Brands:

Black Eyed Peas frontman will.i.am has entered into a partnership with technology giant Intel to work alongside the company on a number of projects, including the development of laptops, smart phones and tablets.

The new partnership was unveiled at a press conference at the Anaheim Convention Center and sees the singer and producer entering into a multi-year, hands-on creative and technology collaboration with the world?s largest chip maker, echoing a similar collaboration unveiled last year between Lady GaGa and Polaroid.

Will.i.am displayed his Intel identification card, which highlights his role as Intel's director of creative innovation. ?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,? he said.

Exact details regarding the specifics of deal have yet to be released but will.i.am is already working on exclusive music specifically for the brand.

?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, said Deborah Conrad, Intel vice president and chief marketing officer. ?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.?