Intel have always seemed like a very straight laced, corporate affair. By no means out of touch, but hardly a company with flair or swagger. It seems the way Intel have decided to remedy that situation is by injecting a bit of Hip Hop in to the business…
I got that Boom Boom Pow he said, amongst other interesting lyrics that have come to dominate the popular music world in recent years. Will.I.am is a guy that oozes creativity and eccentricity in equal measure – you can’t wear the glasses that guy wears without being a touch ‘edgy’. Intel have decided to react to the results of IBM’s fourth annual survey into CEO’s by getting all creative on us. That’s where Mr I.am comes in.
IBM’s poll, based on 1500 face to face meetings with global CEO’s, uncovered the main threat facing CEO’s today – a lack of creativity and innovation. What better way for Intel to get innovative and creative then, than to tap in to the flair and creative spirit of one of musics most off the wall characters? To be fair to Intel, this seems like a good strategy. Take on a free spirited man of creative endeavour like Will as ‘Director of Creative Innovation’, a role that gives him enough influence to well…influence, without taking over and being too out there.
With this appointment, Intel have someone they can call on that is immersed in a scene of huge potential revenue, music. Will.i.am can give Intel credibility in the music industry, an industry where consumers don’t even blink at spending tens of thousands on home studio equipment. It also gives Intel credibility in a very broad popular market – Will.i.am is hugely popular throughout the World. Despite some snigger’s from business people, I think this appointment is pretty much win-win.
Deborah Conrad, Intel VP said of The Black Eyed Pea’s hiring: “We’re thrilled to tap into the limitless creativity will.i.am brings to the table. He’s not only a brilliant artist and producer, but also an innovator pushing the bounds of technology professionally and personally. We share a strong interest in innovation around music, art and lifestyle, and are excited to join forces to establish an authentic, emotional connection with consumers.”
This marriage of two different but intersecting world’s seems like much more than a gimmick, albeit the free press this appointment creates is an added bonus. Expect many more tech companies to follow Intel’s lead - now that’s innovation.
What do you think of Will.i.am’s new role at Intel? Gimmick, good call? Let us know…
28/01/11
