The driving force behind the Black Eyed Peas, will.i.am, has a new gig - he's the director of creative innovation at the chip maker Intel Corp.

For starters, the new title means the seven-time Grammy-winning artist will sing original music for Intel. And while the company is mum on other specifics of the celebrity partnership, company officials said they are trying to bump up Intel's brand recognition among young consumers.

"Intel is in the midst of transforming the way we communicate with people," Deborah Conrad, Intel vice president and chief marketing officer, said in a press release Tuesday.

Specifically, the company is using will.i.am to showcase how Intel-powered devices - including laptops, smart phones and tablets - allow consumers to stream interactive video to any other connected device.

"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," will.i.am. said, in a press release.

Watch the YouTube video of Intel's announcement:

Just last week, the singer introduced a new 3D dance-along video app that allows consumers to hold up a smart phone and groove with the Black Eyed Peas on an imaginary stage.

Is having a corporate title the new celebrity accessory? Lady Gaga is directing creative innovation at Polaroid.

The pop diva has apparently been very involved in designing gadgets for the company's Grey Line - including a portable photo printer, a pair of sunglasses that can take pictures, and a revamped version of the traditional Polaroid camera.

Perhaps being a big-name celebrity is getting boring for the likes of Gaga and will.i.am. Or maybe these stars are looking for a brighter spotlight.

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