Make it epic, w/will.i.am

Creative Leverage

Creativity is a cornerstone of will.i.am's business strategies, enabling him to transform opportunities into epic ventures. He applied innovative thinking to the Black Eyed Peas, leveraging a strong brand identity with elements like color schemes and chord progressions, akin to a business's brand Bible 1. This approach extended beyond music, as he envisioned using art to sell hardware, leading to the creation of Beats by Dr. Dre 2.

When I started working with ad agencies, they had a brand Bible where for every product they had a font, a color scheme. That's when I started applying all that stuff to the Black Eyed Peas.

--- William Adams

By integrating creativity into his ventures, Will maximized leverage and expanded his influence across industries.

   

Creativity as Currency

For will.i.am, creativity served as both personal and business currency, shaping his career and partnerships. Growing up, his creative talents shielded him from trouble and opened doors, eventually leading to the formation of the Black Eyed Peas 3. His ability to identify and capitalize on opportunities is evident in his collaboration with Apple for the iTunes store launch, where he saw potential in a then-unknown platform 4.

I was raised really poor, but my creativity was my currency. It kept me out of trouble.

--- William Adams

Will's knack for turning creativity into opportunity underscores his success in various fields, from music to technology.