Intel has made a surprising announcement today: the hiring of Black Eyed Peas front man will.i.am as its Director of Creative Innovation.
Described by the company as a multi-year, hands-on creative and technological collaboration, the deal sees the music artist - best known for his work with the Black Eyed Peas - sporting an Intel name badge and, we assume, doing more than just giving Intel a spot of street cred.
The company claims that, far from a desperate cry for attention, the partnership is real, and will see will.i.am collaborating with Intel on a series of creative and technological endeavours across the company's laptop, smartphone, and tablet divisions.
To put it another way: will.i.am will be lending his name and his face to all of Intel's 'cool' consumer technologies.
In a pre-written speech, will.i.am stated: "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.
"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."
Intel vice president and - tellingly - chief marketing officer Deborah Conrad is equally overjoyed at the announcement, stating: "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. 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."
The first product of the new partnership is said to be music written exclusively for Intel by will.i.am, although to what purpose the company will put the tracks is currently unknown.