Will.i.am has developed a reputation for having big ideas concerning technological innovation. In 2008, he was transmitted into the CNN newsroom in the form of a hologram to talk about the US election; in August this year one of his songs, Reach for the Stars, was beamed back from Mars when NASA's Curiosity Rover landed; last year he was hired by the computer firm Intel as its 'director of creative innovation'.
The first i.am+ camera makes an appearance in the music video for Scream and Shout, a collaborative single for Will.i.am and Britney Spears that is included on the former's solo album release #willpower.
Apple has granted i.am+ a development licence to produce and sell the camera accessory and camera app for the iPhone 4 and iPhone 5, but Will.i.am says that a larger range of tech hardware will follow.
The debut series of i.am+ camera accessories will be officially launched at a press conference in London on Wednesday 28 November. Selfridges will sell the products exclusively from early December.
An interview with Will.i.am will appear in ST Technology on Sunday
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