The Duke of York and Black Eyed Peas entrepreneur will.i.am have once again teamed up to make an unlikely tech duo.

His Royal Highness hosted an event at London’s Barbican Centre to celebrate the work of the ‘inspiring Digital Entreprise Award (iDEA)’ scheme at which the musician made an appearance.

Launched in March at the Buckingham Palace by the Duke and the Nominet trust, the scheme aims to support 16-25 year olds develop a digital business venture.

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High-profile ambassadors

will.i.am, who launched an iPhone camera accessory last year which was described as “ugly, expensive and useless”, was in attendance in his role as iDEA Steering Board member.

Decoded founded Kathryn Parsons and Summly Nick D’Alosio, both ambassadors of the scheme, were also at the event at the Barbican.

It was part of the venue’s ‘Digital Revolution‘ exhibition of art, design, music, film and videogames.

It includes a 6ft-tall 3D animated will.i.am in an ancient Egyptian headdress which follows visitors around the room.

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Be fearless

Speaking at the event, the Duke of York said:

The field of endeavour in the digital world is only going to get bigger…digital skills are going to be the life blood of people success.

The scheme is currently being piloted and could be rolled out nationwide later this year.

The three business ideas that show the most potential will each be awarded £15,000 funding to further develop their ideas into a successful digital business start-up.

Photos courtesy of Asylum 33.

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