The American musician will take part in an exclusive launch event for the new compact crossover in a secret location in Paris on September 24. With the tie-up, announced earlier this month, will.i.am has joined an expanding list of recording artists representing premium car brands, following in the footsteps of Justin Timberlake and Lana Del Rey.
At the launch event, will.i.am will also unveil a limited edition Lexus NX that he personally co-created with the car manufacturer. In the first video promoting the collaboration, will.i.am is seen wearing his own smart watch, which is designed to replace a smartphone rather than serve as a remote control for one. The device, which was presented briefly by the singer in the spring, is due to go on sale before the end of the year.
The Black Eyed Peas front man is not the first music celebrity to represent a car manufacturer. Justin Timberlake promoted the Audi A1 at the 2010 Geneva Motor Show, and Lana Del Rey was chosen as the spokesperson for the new Jaguar Type F two years later. David and Cathy Guetta, meanwhile, became brand ambassadors for the Renault Twizy, even going as far as to lend their name to a limited edition of the city car.
Earlier this year, singers Lykke Li and Robyn fronted campaigns for the Peugeot 108 and the Volvo V60, respectively.
The Lexus NX, the first compact crossover from the premium brand, aims to combine the functionality of an SUV with the comfort of a sedan. The model is slated to arrive at dealerships worldwide this fall.
In terms of exterior design, the model stands out for its large trapezoidal front grille flanked by two independent daytime running lights. The cockpit was developed with driver comfort and ergonomics in mind, as seen in the dashboard divided into an information zone in the top half and a command zone in the lower.
The NX 300h is a Full Hybrid version of the model, powered by a Lexus 2.5-liter engine and an electric motor with a battery, promising a total output equivalent to 197hp. The NX 200t, meanwhile, has a 2.0-liter turbo direct injection fuel engine with 238hp.