Noted rapper, parachute pants model and Hammer Time inventor MC Hammer has joined the ranks of the technology start-ups with the impending launch of a search engine called WireDoo.
Joining the likes of Dr Dre - who put his name to the Beats audio technology recently acquired by smartphone specialist HTC - and Black Eyed Peas frontman will.i.am - the Director of Creativity at chip giant Intel - Hammer announced his plans to launch a search engine at the Web 2.0 Summit this week.
Speaking to Alex Howard of conference organiser O'Reilly, Hammer - real name Stanley Burrell - explained that WireDoo offers something that existing search engines - including the giant incumbent Google - miss: intelligence.
"The engine crawls and the algorithm is designed in a way to get all of the related information to your query and then package it consistently in one environment," explained Hammer. "Kind of 'thinking,' right? The way you would think. If it's a car [...] it's not just about the word 'car,' but it's about insurance, it's about the specs, it's about mileage, it's about style, it's about all these things.
"So, that's the way it works," Hammer concluded, having singularly failed to explain how his service works.
However, there's a slight catch: at present, you can't touch WireDoo. The service is running in a closed beta, with interested parties asked to submit their email addresses and names to join the queue of people eager to see what Hammer can bring to the search engine market.
Hammer's interview with Howard can be seen in the below video, while the queue to join starts over at WireDoo.com.