Intel Puts will.i.am On the Payroll Because Why?

First Polaroid appoints Lady Gaga its Creative Director, now Intel taps will.i.am of the Black Eyed Peas as its "Director of Creative Innovation." Somewhere, Right Said Fred stares at his phone, patiently awaiting Cisco's call.

The details are vague on what, precisely, the musician will be doing over at Intel, other than maybe tweaking the bass on the company's "bum BUM bum BUUUMMM" jingle. According to Intel's particularly blushy press release:

In his unique role, will.i.am will collaborate with Intel on many creative and technology endeavors across the "compute continuum" that may include such devices as laptops, smart phones and tablets. Complimenting his visionary role as the front man for The Black Eyed Peas, will.i.am is also already working on music expressly for Intel.

So... something?

Here's the thing: a celebrity creative honcho makes so much more sense if you're a company (like Polaroid) that makes consumer products. That way when you come out with, say, wolf-face crazy sunglasses, the celebrity can introduce them and talk about the hand he/she played in the development. But Intel makes processors! Which are definitely as ubiquitous as "Boom Boom Pow" but maybe not quite as catchy.

That being said, if the only thing that comes out of this is a Black Eyed Peas collaboration with Watson, it will have been more than worth it. [Intel]