Tech entrepreneur and musician will.i.am of The Black Eyed Peas has teamed up with Maker Studios to launch an online video platform featuring original content, behind-the-scenes video and artist collaborations. The videos will appear on the performer’s YouTube channel, as well as other possible platforms. Will.i.am serves as the director of creative innovation for Intel and follows rapper Snoop Dogg in collaborating with Maker Studios.

According to The Hollywood Reporter, Maker plans to use its Maker Direct strategy to promote will.i.am’s content on the performer’s Twitter and Facebook accounts, and it will also manage other content by musicians associated with him.

“The partnership with the musician is part of Culver City-based Maker’s strategy to build its roster of entertainment clients in addition to helping manage the YouTube channels for online personalities such as Mike Tompkins, The Gregory Brothers and PewDiePie,” the article notes.

“In an era of disruption that has democratized everything imaginable, there are areas that are exciting for creators and content makers including videos, music videos, documentaries, short films and long-form films,” will.i.am told THR. “I love the idea of bringing order and being systematic and strategic on YouTube.”

Maker COO Courtney Holt said will.i.am’s content is “going to be very creative.” About the partnership, she said, “Will has some big, bold ideas, and we all got really excited about them.”

Maker has also partnered with Snoop Dogg, Friends duo Andrew Reich and Ted Cohen for the series “Robin Banks and the Bank Roberts,” and Ben Stiller’s Red Hour for the second season of “Next Time on Lonny,” the article reports.