Black Eyed Peas star has a new beat — "director of creative innovation" at computer-processor manufacturer Intel. The tech firm signed the recording star formerly known as William Adams Jr. to be a "multiyear, hands-on creative and technology" collaborator. What does that mean? (Watch a report about's new position)

He will be creating products, apparently: Intel says that will collaborate on "creative and technology endeavors" including "laptops, smartphones, and tablets," reports Brian Barrett at Gizmodo. But "here's the thing" — Intel doesn't make "consumer products" like those devices. It makes processors. What does know about silicon chips?
"Intel puts on the payroll because why?"

He will be promoting products: Don't let the important-sounding title fool you, says Don Clark in The Wall Street Journal. The star will effectively be a "brand ambassador" for Intel. He'll help to "create more of an emotional connection between computer users and Intel chips."
"Intel seeks new beat with Black Eyed Peas front man"

He will be rewriting their jingle: The first, and likely only, task for at his new employer will be to "rewrite the Intel Inside jingle," says Jameson Berkow in the Financial Post. The distinctive "DUM-da-da-da-dum" has remained "essentially unchanged" since 1992. "Expect the new version to sound nothing like the old."
" launches will.i.apps, becomes Intel employee"