ANAHEIM, Calif., Jan. 25, 2011 – He’s best known for being a multi-platinum music artist, producer and front man for The Black Eyed Peas, but will.i.am is also an innovator, technology fan, entrepreneur and philanthropist. With today’s announcement at the Anaheim Convention Center, the seven-time Grammy winner has added another title to his multi-faceted resume: “director of creative innovation.”

As an extension of his insatiable fascination with technology, which plays a significant role in his professional and personal lives, will.i.am will engage in a multi-year, hands-on creative and technology collaboration with Intel Corporation. He already sports an Intel ID badge, which he proudly showed off at a news conference in Anaheim, where Intel is holding an internal sales and marketing conference.

“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. “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.”

Nowadays, we are not surprise that many companies and brands spend thousands and millions dollar on inviting popular actors, musicians, and sport stars to represent their firms. This is the ordinary method for a corporation to raise their public image and extend their social power. However, engaging stars to attend the daily work, become a shareholder, even step in the directorate is still very unusual

It looks like Intel is taking a page out of Polaroid’s book. The instant-print camera company brought Lady Gaga on as creative director last year, and now chip manufacturer Intel has hired will.i.am of the Black Eyed Peas for the same purpose. Critics were quick to pan Lady Gaga’s involvement with Polaroid as nothing more than a PR move, but by all accounts she’s been an active and productive cog in the Polaroid machine. Intel is focused on connectivity in its devices, and the artist’s influence is also intended to infuse entertainment into the brand and its forthcoming products. Moreover, getting a younger generation to identify with Intel is also a smart move.

What else does this move mean? It means the trend is that to make stars closely related to the company and have a deeper partnership which not only makes the star have higher confidence on the company but also willing to spare no effort for it. It follows by the better influence of the halo effect of stars, thus increase customers’ confidence. Since stars have participated in the development of the firms, they will have the sense of ownership and put more attention to the companies.