Rapper Will.I.AM has called on record label bosses to "marry music and science" in a bid to increase profits, after witnessing the success of Apple's iTunes initiative.
The Black Eyed Peas star, who was unveiled as a creative director for technology firm Intel last year (11), was the guest speaker at London's Royal College of Art's Innovation Night event for students on Wednesday (02May12).
And he used his speech to air his thoughts on how the music industry can be improved through better use of technology.
The Management Today website quotes the star as saying, "The music industry never had an appreciation for technology. We're going to work out how to make money once we marry music and science. Apple is worth $800 billion now - the music industry far less. Music helped define what that company is, but they made all the money."
In a series of posts on his Twitter.com page, he adds, "I had fun... I'm glad you got to see that side of me... this is how I think & talk every minute of the day outside of music.
"Thanks for coming to hear me talk at the rca2012 event tonight... I love to future talk."