Nowadays, musical artist will.i.am is always in the spotlight. (Dare I say it he “Just Can’t Get Enough”). Besides performing at the Superbowl halftime show alongside the “Black Eyed Peas” he has also turned himself into quite the actor, where he has appeared in films such as Madagascar 2: Escape to Africa, X-Men Origins: Wolverine, and Date Night. However, this entertainment cameleon’s most important contribution to society occurred yesterday when he teamed up with Coca-Cola to launch a green business known as “Ekocycle.”
The new brand will offer high quality products generated from recycled goods. In starting the company, will.i.am is focusing on generating buzz and popularity within the mainstream around sustainable, yet visually-stimulating products. In a recent interview the artist stated that the current market for recycled products are not “cool” and stressed, “You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.” The company will offer an assortment of goods including Dr. Dre’s “Beats” headphones and a clothing line, all made from recycled goods.
Ekocycle’s other founding partner, Coca-Cola, has been a pioneer in recycling efforts through its “Give It Back” and “Recyclebank” programs. (For more info check out the link below). In order to promote the sustainability movement, the company has vowed to donate a portion of its licensing products (a minimum of $1 million) to charities involved in recycle and community engagement. Such a partnership is a win-win for the green movement as the high-quality and aesthetics of the Ekocycle brand will draw consumers in and engage them in the movement. In addition, having will.i.am as not only a spokesman but founding partner will engage the youth in a movement which requires energy and influence. Despite not being a favorite artist of mine, the key in will.i.am’s involvement is that he can draw in an audience that is poised to make a difference in the world. His popularity among the youth will inspire others to commit to the green movement via the Ekocycle brand. A celebrity advocate such as will.i.am is a necessary cog in achieving global sustainability, and will help draw the movement closer to a day where we can all live green, and be green.