Will.i.am, Britney Spears 'Scream & Shout' On New Single
Will.i.am, Britney Spears 'Scream & Shout' On New Single

Will.i.am is bringing his considerable talents to 3D Systems. The recording artist and producer will serve as chief creative officer for the tech firm, which specialises in 3D printing.

In his new leadership role, will.i.am will be expected to “inspire, shape and drive all of 3DS' initiatives to mainstream the use of 3D printing” through major collaborations with creative brand partners, innovative global campaigns and educational "grand challenges" designed to bring 3D printing to a mass market.

The announcement was made during the Jan. 7-10 CES global consumer electronics and consumer technology trade fair in Las Vegas. 

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"3D printing lets you get involved, be a part of the creative process and the story of the items you make," comments Will.i.am in a statement. "For me it's a dream come true to work with 3DS, the company that invented 3D printing and launched an entire platform that all other industries depend on. I am so thrilled to begin to fuse my creativity and experience with the technology that is poised to change how we create, make and express ourselves."

Rock Hill, South Carolina-based 3DS says it plans to leverage Will.i.am's international creative industry network to extend its reach into select high-end fashion accessories houses, top entertainment and lifestyle brands and to key corporate sponsored educational and sustainability initiatives.

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The company’s famous new recruit is “a global tastemaker who embodies the essence of creativity and entrepreneurship, and we are fortunate to have him as our guide on this exciting journey,” comments Avi Reichental, president and CEO of 3DS.