Recording artist and all-around Renaissance Man, will.i.am will address the upcoming IBC show as the convention keynote.

Working with Intel’s Johan Jervøe, he will deliver a talk entitled, “Creativity and Technology Forces Combine — Transcend the Barriers of Convention and Rethink What Can Be Achieved.” A release says, “This thought-provoking session will examine the role of technology in the creative process. Illustrated with personal stories and illustrations from their careers, it will show how the application of new technology can be a catalyst for new thinking and positive change and be key to surmounting barriers.”

will.i.am said, “Technology allows us to amplify our ideas, amplify our creativity, and find new ways of solving our problems and genuinely start living in those future tomorrows, and that's what I want to share at IBC.”

Jervøe is vice president of the Sales and Marketing Group and director of Partner Marketing for Intel Corp. will.i.am is listed as Intel’s director of Creative Innovation.

The IBC2012 show is Sept. 7–11 in Amsterdam.