will.i.am: Corporate America’s Hit Machine
January 03, 2013
The Black Eyed Peas frontman, will.i.am is an international pop star and has also become a trusted source for some of the world’s biggest brands – Meet corporate America’s consigliere of cool.
Chances are you know will.i.am even if you are not a fan of his music. His group, The Black Eyed Peas, has sold some 60 million records and orchestrated the Super Bowl halftime show. Its songs regularly top pop charts. will.i.am’s music burrows so deeply into the mind’s soft tissue that even brief exposure is likely to leave you murmuring Peas lyrics. As a pop star, he’s beyond bombastic. But with some of the world’s biggest companies, he has cultivated an altogether different reputation. He has become a source of ideas and insight for the likes of Intel, Coca-Cola, and Anheuser-Busch InBev — a kind of one-man focus group, a futurist for hire. “Will is a visionary,” says Coca-Cola. “He offers an endless stream of creativity and possibility.”
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