Arik Hesseldahl

Recent Posts by Arik Hesseldahl

Check It Out: Will.i.am Is Just One of Two Intel Pop-Music Partners (Video)

Chipmaker Intel said today it has tapped Black Eyed Peas front man Will.i.am as its director of creative innovation. The announcement came at a press event in Anaheim, Calif.

Intel didn’t say much about what he’ll actually do. Intel’s statement on the partnership says he will “collaborate with Intel on many creative and technology endeavors across the ‘compute continuum,’ which reaches across traditional notebooks and into smart phones and tablets.” It’s on those last two where Intel has tended to struggle with market penetration, mainly because most device manufacturers favor chips built around the ARM architecture.

The company did reveal that he’s already working on music for Intel. He did say in an Intel press release that “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.”

Meanwhile, it’s not Intel’s only promotional endeavor in the world of pop music. The company teamed up with the Korean girl-group sensation Girls’ Generation, which our friends at The Wall Street Journal profiled last week. The video below is supposedly inspired by Intel’s “Visibly Smart” 2nd Generation Core processors, and, if nothing else, you can hear the word “core” throughout the lyrics. However it’s worth watching if only for the last few seconds, when the group does its take on the well-known Intel chime from its TV commercials.


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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus