Intel is taking a page from Polaroid’s playbook: Grab a hot musician, give them an official sounding title and hope the PR blitz surrounding that will result in something good.

With the camera company having already snapped up Lady Gaga, the chip maker went with Black Eyed Peas front man will.i.am. His title: Director of Creative Innovation. His duties: No one seems to have any freaking idea.

Read more at Variety’s Technotainment blog