Intel makes will.i.am its frontman

Black Eyed Peas star will.i.am is to become the new face of Intel and has been appointed as the company’s “director of creative innovation” as the chip maker seeks to appeal to the global youth market.

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Intel says the collaboration is part of its transformation strategy for brand communications as it shifts its positioning to focus more on the consumer experience than technical specifications and features.

Intel, most known for its five-note audio signature on its TV ads, is the world’s largest chip maker, commanding 80% of the PC market.

Intel has recently come under pressure from companies such as NVidia which designs more power-efficient chips for the growing tablet and smartphone market.

Intel vice president and chief marketing officer Deborah Conrad says will.i.am’s appointment conveys the company’s strong interest in innovation around music, art and lifestyle.

She adds: “It’s imperative that Intel and our innovations are kept in front of the global youth culture that embraces new devices and new forms of communication and entertainment.”

Will.i.am will engage in a multi-year “creative and technology partnership” to help develop new technologies and technology advocacy and he is also working on exclusive music for the company.

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