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Published Aug 10, 2021

Make it epic, w/will.i.am

Explore how will.i.am, leveraging creativity and technology, transformed from an underground artist to a global icon, pioneering in both music and tech industries through epic ventures like the Black Eyed Peas and Beats by Dr. Dre, and learn valuable insights on innovation and strategic change.
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  • Mainstream Success

    will.i.am's journey from underground music to mainstream success is a testament to his strategic vision. He transitioned from a niche, jazzy hip-hop group to a global sensation by studying successful artists like Lionel Richie and Bob Marley, focusing on universal chord progressions that appeal to diverse audiences 1. This shift was not merely a marketing move but a foundational change in his music's structure, aiming for massive growth and broader appeal.

    I want to make music for people, not just people that like what I like.

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    By embracing this approach, he expanded his reach without losing the essence that initially attracted his fans.

       

    Creative Leverage

    will.i.am's creativity extends beyond music, influencing how he approaches business and innovation. He applied branding strategies from ad agencies to the Black Eyed Peas, creating a cohesive identity that could be leveraged for bigger opportunities 2. His understanding of the music industry as a product and service allowed him to identify and seize opportunities, such as writing songs for commercials, which expanded his creative reach.

    My creativity was my currency. It kept me out of trouble.

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    This mindset of viewing creativity as a currency enabled him to navigate different worlds and continuously reinvent himself.

       

    Tech Innovation

    Investing in technology and innovation has been a key part of will.i.am's strategy for future growth. He founded i.am+ to integrate technology and creativity, developing products like the Omega AI interface, which aims to surpass existing technologies like Siri 3. His involvement with Beats by Dre highlights his ability to merge music and tech, contributing to the brand's explosive success and eventual $3 billion acquisition by Apple 4.

    When I get some disposable money, I'm gonna create an operating system.

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    His vision for a workspace called "the future" reflects his commitment to innovation and creating the next big thing.

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