In a move not dissimilar to Lady Gaga's appointment as Creative Director at Polaroid last year, leading chip manufacturer Intel has announced world famous musician and Black Eyed Peas frontman Will.i.am as new "Director of Creative Innovation".
In an acceptance speech that was more than a little cringe-worthy, the star describes his career long admiration for Intel and a desire to look to the future. Skeptics may well put Will.i.am's appointment down to a shrewd branding campaign, but the blue-chip giants insist that the singer brings serious creative know-how to the table, particularly in the development of smart phones, tablets and laptops. Could this brand positioning herald Intel's intent to release its own product line; no longer content with playing the techy sidekick?
The announcement will no doubt have many a (unemployed) designer squirming in their seats—and perhaps considering a tactical career change. Design schools should probably also start thinking about the integration of pop music performance into the curriculum asap.