will.i.am has called for the music industry to better embrace technology.
The Black Eyed Peas boss believes record labels should look to the success of Apple's iTunes and invest more money into using digital advances to further their market and prevent further decline in the ailing industry.
Speaking at London's Royal College of Art's Innovation Night last night, he said: "The music industry never had an appreciation for technology.
"We're going to work out how to make money once we marry music and science. Apple is worth $800bn now - the music industry far less. Music helped define what that company is, but they made all the money."
The 'I Gotta Feeling' hitmaker later admitted he had had fun at the event and was pleased to get the chance to express his opinion.
He tweeted: "I had fun... I'm glad you got to see that side of me... this is how I think & talk every minute of the day outside of music. I like future talk."