Intel (INTC) said Tuesday that it named Black Eyed Peas leader will.i.am "director of creative innovation," as the world's largest chipmaker looks to promote its technology products through its association with the seven-time Grammy Award winner.
will.i.am will work with Intel on products such as laptop and tablet computers as well as smartphones, and will create music "expressly for Intel," the company said in a statement. Intel made the announcement at a sales and marketing conference in Anaheim, Calif.
"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," said will.i.am, whose birth name is William James Adams Jr.
The partnership further illustrates how technology companies are trying to broaden their appeal by appealing to pop-music fans. Hewlett-Packard (HPQ) last year ran a TV-advertising campaign featuring hip-hop artist and producer Dr. Dre creating beats on an HP laptop.
Intel earlier this month said fourth-quarter earnings surged 48% from a year earlier on strong corporate spending. The company on Monday said it would repurchase as much as $10 billion in shares, or about 8% of the company's market value.
Intel shares closed up 32 cents, or 1.5%, to $21.56 in Nasdaq trading on Tuesday.