Black Eyed Peas as a brand, not a band

Now here the will.i.am gave description about Black Eyed Peas, their have a commercial turning point about them, they group net folk in marketing.

According to the Metro news the producer told them that he now sees the band less as a pop group and more as a commercial brand.

will.i.am said: "Black Eyed Peas haven't changed at all - we just got smarter. I hit the target like a marksman now. The turning point was meeting the cats in different marketing agencies. I started looking at Black Eyed Peas as a brand, not a band. It's really the same thing - providing escape. It's less about selling a single than becoming the soundtrack to people's lives.

For example…what's the commonality for a birthday, a wedding, a sports tournament, a vacation? Let's make a song that owns a piece of the night for all those events.

I don't think there's any such thing as 'pop music' now. Pop is a level of notoriety - it's the cream of everything, it's not a genre. Like, 50 Cent makes hard hip hop but he turned pop. If Black Eyed Peas weren't popular, what would our music be?"