Will.i.am says artists must embrace technology

March 2011

All areas

Will.i.am, the Black Eyed Peas frontman, thinks artists’ interest in technology shouldn’t end with just releasing their tracks via an online retailer. The rapper/producer recently chatted with attorneys and music industry insiders at the Grammy Foundation’s annual Entertainment Law Initiative Luncheon in Los Angeles, and according to The Hollywood Reporter urged his fellow recording artists not to think of mega-successful e-retailer iTunes as a panacea for moving units saying “Believe me, I love Apple … but iTunes shouldn’t be the answer,” adding, “[For artists], it should be the scariest thing in the world.” Saying that aspiring artists should actively embrace technology as a means of enhancing their creative expression, Will explained “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” adding “Teaming up with the scientists, researchers and computer programmers at Intel to collaborate and co-develop new ways to communicate, create, inform and entertain is going to be amazing.”


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