Alicia Keys’ stint as BlackBerry’s ‘global creative director’ recently came to an end, cited as the latest high-profile celebrity hiring by a technology company that didn’t live up to its initial hype.

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Is the trend coming to an end? Seemingly not, judging by 3D printing company 3D Systems’ announcement “In this leadership role,will.i.am will inspire, shape and drive all of 3DS’ initiatives to mainstream the use of 3D printing through major collaborations with creative brand partners, innovative global campaigns and educational grand challenges designed to grow the popularity of 3D printing,” said 3D Systems yesterday.

3D printing IS fascinating though, so hopefully this is more than just another quickly-forgotten endorsohire.yesterday that Will.I.Am is its new ‘chief creative officer’ – it’s unclear whether this replaces or sits alongside the job as ‘director of creative innovation’ for Intel, which he took up three years ago.

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