Intel sings duet with Black Eyed Pea will.i.am

Don't phunk with my Xeon e5620


Intel has appointed Black Eyed Peas front man and multi-platinum artist will.i.am as its new "director of creative innovation".

"Nearly everything I do involves processors and computers," Mr. am told attendees at an Intel sales and marketing conference in Anaheim, California. "And when I see an Intel chip I think of all the creative minds involved that help to amplify my own creativity."

Am – identified in a conference statement as "an innovator, technology fan, entrepreneur and philanthropist," was introduced by Intel chief marketing officer Deborah Conrad,

"We're thrilled to tap into the limitless creativity will.i.am brings to the table," Conrad said. "He's not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally."

will.i.am named Intel 'director of creative innovation'

Marketing mistress Deborah Conrad introduces Chipzilla's new 'director of creative innovation' (click to enlarge)

Conrad's words seemed designed to portray the partnership as more than a mere gimmick. "We share a strong interest in innovation around music, art and lifestyle," she said said of am, "and are excited to join forces to establish an authentic, emotional connection with consumers."

Aka William James Adams Jr, aka Zuper Blahq, Intel's new dir.ec.tor will "engage in a multi-year, hands-on creative and technology collaboration" in conjunction with the Chipzilla's "compute continuum" effort, which focuses on laptops, smartphones, and tablets, as well as the much-hyped "internet of things".

will.i.am named Intel 'director of creative innovation'

will.i.am displays his newly acquired Intel employee ID badge

Am will also lend his insights to Intel's "visual life" initiative, which focuses on photos, video, movies, and more, and which was much in evidence during Intel's presentation at this month's Consumer Electronics Show.

"Our partnership with will.i.am is a prime example of how we want to convey and deliver the Intel experience," Conrad said, echoing Intel's new marketing focus that emphasizes user experience over processor speeds 'n' feeds, and that was conveyed to The Reg by a company spokesman during CES.

Taboo, Fergie, and apl.de.ap were not immediately available for comment. ®

Similar topics

Broader topics


Other stories you might like

  • Microsoft fixes under-attack Windows zero-day Follina
    Plus: Intel, AMD react to Hertzbleed data-leaking holes in CPUs

    Patch Tuesday Microsoft claims to have finally fixed the Follina zero-day flaw in Windows as part of its June Patch Tuesday batch, which included security updates to address 55 vulnerabilities.

    Follina, eventually acknowledged by Redmond in a security advisory last month, is the most significant of the bunch as it has already been exploited in the wild.

    Criminals and snoops can abuse the remote code execution (RCE) bug, tracked as CVE-2022-30190, by crafting a file, such as a Word document, so that when opened it calls out to the Microsoft Windows Support Diagnostic Tool, which is then exploited to run malicious code, such spyware and ransomware. Disabling macros in, say, Word won't stop this from happening.

    Continue reading
  • Intel freezes hiring for PC chip team, cites 'macroeconomic uncertainty'
    Inflation, Apple M2, PC market shrink: Could the timing have been worse?

    Intel's PC chip division is the latest team caught in the current tide of economic uncertainty, as the company freezes hiring in the group. 

    In an internal memo obtained by Reuters, Intel told employees all hiring and job requisitions in the client computing group were on hold for at least two weeks. During that time, the chipmaker will reportedly be reevaluating its priorities with "increased focus and prioritization in our spending [to] help us weather macroeconomic uncertainty," Intel said. 

    The client computing group, which designs end-user hardware, is Intel's largest by sales, having generated $9.3 billion of the $18.4 billion Intel made last quarter. Despite its place at the top, the CCG's Q1 takings were still down 13 percent compared to the same time in 2021. It was also the only Intel division to lose money compared to Q1 2021, another potential reason for the hiring freeze in the sector. 

    Continue reading
  • AMD bests Intel in cloud CPU performance study
    Overall price-performance in Big 3 hyperscalers a dead heat, says CockroachDB

    AMD's processors have come out on top in terms of cloud CPU performance across AWS, Microsoft Azure, and Google Cloud Platform, according to a recently published study.

    The multi-core x86-64 microprocessors Milan and Rome and beat Intel Cascade Lake and Ice Lake instances in tests of performance in the three most popular cloud providers, research from database company CockroachDB found.

    Using the CoreMark version 1.0 benchmark – which can be limited to run on a single vCPU or execute workloads on multiple vCPUs – the researchers showed AMD's Milan processors outperformed those of Intel in many cases, and at worst statistically tied with Intel's latest-gen Ice Lake processors across both the OLTP and CPU benchmarks.

    Continue reading
  • Qualcomm wins EU court battle against $1b antitrust fine
    Another setback for competition watchdog as ruling over exclusive chip deal with iPhone nullified

    The European Commission's competition enforcer is being handed another defeat, with the EU General Court nullifying a $1.04 billion (€997 million) antitrust fine against Qualcomm.

    The decision to reverse the fine is directed at the body's competition team, headed by Danish politico Margrethe Vestager, which the General Court said made "a number of procedural irregularities [which] affected Qualcomm's rights of defense and invalidate the Commission's analysis" of Qualcomm's conduct. 

    At issue in the original case was a series of payments Qualcomm made to Apple between 2011 and 2016, which the competition enforcer had claimed were made in order to guarantee the iPhone maker exclusively used Qualcomm chips.

    Continue reading

Biting the hand that feeds IT © 1998–2022