Intel will power the technology behind Lady Gaga’s upcoming performance at the Grammy Awards. It’s part of the world’s biggest chip maker’s image makeover, where it wants to be known for the great technology experiences that others can create with products that have its chips on the inside.
The Grammys will feature a tribute to David Bowie by Lady Gaga, one of the late singer’s biggest fans. The Intel deal is part of a multiyear partnership with the Recording Academy, which puts on the Grammy Awards. This year’s Grammy Awards will air on CBS on February 15.
Gaga will honor the late legend with an “experiential tribute.”
“We had already booked Lady Gaga on this year’s show, but when David passed — almost in a single moment — we knew we had to change direction,” said Grammys executive producer Ken Ehrlich, in a statement. “We immediately spoke and agreed that she should be the one to honor David. She’s perfect for it.”
Intel also partnered with Lady Gaga’s charitable foundation to fight back against online harassment.