In a post last year, I paraphrased a quote, “If you are not paying for a product, you are the product.” Will.i.am recently updated this quote with the line,

You are either the person getting pimped, or you’re the person doing the pimping.

will.i.am’s description of how the Black-Eyed Peas negotiated a new type of advertising unit for the Super Bowl and collaborated with Marc Benioff and Salesforce to promote Chatter.com through the mini-site thebabypeas.com is a glimpse at how switched on celebrities are using modern tools to manage their brand without the help (or interference or commissions) by an agency.

But the most visionary thing and something I keep coming back to is will.i.am’s vision of the next generation internet. It’s a world where brand “alliances” pool together to subsidize content producers. A world where, “chips talk to chips” without a middleman to make the free flow of content seamless and automatic. In this new world, a collection of devices will marry themselves to a library of content and work seamlessly together.

Extended further, it’s a world in which we no longer need the internet to connect us all. When you text someone next to you, why do you need to connect to a cell tower and send the message over a network only to round trip it right back again. If you extend the chips-talking-to-chips metaphor, why not just have the phone turn itself into the modern version of a walkie-talkie and beam the message right over? Bluetooth and NFC have started this vision but taken further, why can’t cellphones self-organize into mini-networks so that a group of phones together could share information without having to connect to the cloud?