By Roger Highfield, Director of External Affairs at the Science Museum Group.
The musician and entrepreneur will.i.am gave a classic demonstration of the ‘show, don’t tell’ technique yesterday as part of his quest to inspire the next generation of scientists and engineers.
He announced that he has led a global consortium of technologists to develop what he called a ‘social camera’, a turbocharged version of the iPhone.
At a press conference held at the Fashion Retail Academy in London, The Black Eyed Peas frontman referred to his donation of £500,000, via his i.am angel Foundation, to The Prince’s Trust to fund education, training and enterprise schemes in the UK with a focus on technology and computer skills development.
The Trust is working with Toby Parkin of the Science Museum to enable it to engage young people with science. The museum currently reaches over half a million students per year through school visits and outreach. With the Trust, the museum will focus on inner city schools where children feel socially excluded and standards have been in decline.
Will.i.am says he wants his initiative to ‘help transform the lives of disadvantaged young people living in under-privileged neighbourhoods.’ He added that he was going to learn coding next year, though he stressed ‘I want to be in the classroom as well as the club.’
When I asked him if he wanted to come to the Science Museum to pass on his skills to the hundreds of thousands of children who visit each year, he joked it would probably take him eight years to get up to speed, or become what he calls ‘the rocking-est coder.’
Will.i.am is not alone in embracing geek chic. Earlier this year, the Hollywood actor and rapper Will Smith told children in the Science Museum that he had a hankering to become a computer engineer.
Will.i.am grew up in East Los Angeles, one of the roughest neighbourhoods in the United States, where his life could have turned out quite differently without the support of his family and a good education.
Because he feels London is his second home (‘it broke the Peas’), and because the city is at the forefront of fashion and culture, will.i.am decided to combine these passions with the launch of his device.
Called the i.am+ foto.sosho, it will turn an iPhone4/4s smartphone into a fashion accessory and a point-and-shoot digital camera with on-board editing, filters and social media connectivity that will be distributed by Selfridges.
After he came up with the idea in February of this year, during a meal in the fashionable restaurant Nobu, he founded and self-funded the development and manufacture with experts located in China, Denmark, India, Singapore, the United Kingdom and the United States.
He also said that, by the end of next year, he wants to launch an X-Factor style spin-off show to give young people the chance to express themselves in science and maths so he can identify another technology entrepreneur of the stature of a Gates or Jobs.