*Black Eyed Peas frontman will.i.am has teamed up with Intel Corp. to become the company’s new Director of Creative Innovation.

The Grammy Award-winning musician will be assisting with the development of devices including laptops, smart phones and tablets, Intel announced Tuesday at their internal sales and marketing conference.

Intel, the world’s largest chipmaker, hopes to gain the attention of younger generations by incorporating both entertainment and technology, according to Deborah Conrad, the company’s head of marketing. Will.i. am will be involved in a multiyear collaboration with the technology giant, which is said to be a hands-on, creative partnership.

Intel’s chips currently run more than 80 percent of the world’s personal computers.