Rock Hill’s 3D Systems names singer as ‘chief creative officer’

dworthington@heraldonline.comJanuary 10, 2014 

  • Other 3D Systems announcements

    3D Systems announced a number of new projects at the International Consumer Electronics Show in Las Vegas this week. Among them:

    • The iSense 3D scanner, which attaches to an iPad, allowing a user to walk around and scan entire objects or environments to obtain a photo-realistic copy.

    • The ChefJet series of 3D printers, which allow bakers and chefs to print single-color confections and cake toppers. ChefJet printable materials come in a variety of recipes, including chocolate, vanilla, mint, sour apple, cherry and watermelon.

    • A new CubeJet 3D printer, which creates full-color, high-resolution parts for modeling and real-use products. It is designed for small businesses, independent entrepreneurs, hobbyists and educators.

    • The CeraJet 3D printer, which is designed for those interested in pottery and ceramics. CeraJet prints intricate and detailed ceramic objects that are ready for firing and glazing.

    • The Touch, a haptic-based, consumer 3D mouse for 3D sculpting and design. The Touch has instant force feedback that mimics the sense of physical sculpting.

    • The Cubify 2.0, for fashionistas, décor enthusiasts, kids at play and entertainment fans. The new includes the first 3D printing-powered Mancave for those interested in DIY projects, autos, sports and music.

    • The Cube 3, a plug-and-play consumer 3D printer for everyday use, priced under $1,000.

    3D Systems also announced a collaboration with Intel Corp. to make available its consumer Sense scanning, editing and 3D printing software applications for Intel-powered Ultrabook 2 in 1, AIO and tablet devices equipped with the new Intel 3D camera.

Grammy-winning musician, actor, producer and entrepreneur has joined the creative team at Rock Hill’s 3D Systems.

Avi Reichental, 3D Systems’ president and CEO, hired the founder of the hip-hop band The Black Eyed Peas to “inspire, shape and drive all of 3D’s initiatives.”

The recording artist’s official title with 3D Systems is “chief creative officer.”

“3D printing lets you get involved, be a part of the creative process and the story of the items you make,” said in a statement. “For me, it’s a dream come true to work with ... the company that invented 3D printing and launched an entire platform that all other industries depend on.

“I am so thrilled to begin to fuse my creativity and experience with the technology that is poised to change how we create, make and express ourselves.” – pronounced “Will I Am” – was born William James Adams.

The partnership started more than a year ago when approached 3D Systems about a project, said Reichental, who was attending the International Consumer Electronics Show in Las Vegas this week.

During numerous meetings over a year’s time, Reichental said, he realized the two are kindred spirits.

“After all these talks, I said, ‘Let’s get into action,’ and he responded ‘I’m all in,’ ” Reichental said.

3D Systems said in a statement that it hopes will help “mainstream the use of 3D printing through major collaborations with creative brand partners, innovative global campaigns and educational grand challenges designed to grow the popularity of 3D printing.”

Reichental said has great entrepreneurial instincts, especially in getting consumers interested in new products.

“We’re excited to partner with a pop culture influencer of’s caliber who really gets 3D printing and its potential,” Reichental said.

Reichental expects to expand the company’s efforts in fashion, music, sports and education. Both share a passion for expanding education through technology. is also expected to “influence” the functionality of 3D Systems projects, Reichental said. is best known for his work with The Black Eyed Peas, who have sold 33 million albums and 58 million singles worldwide. His solo album, “#willpower”, was released last year and includes the worldwide platinum hit “This is Love,” featuring Eva Simons, and “Scream & Shout,” featuring Britney Spears.

As a producer, has worked with singers Michael Jackson, Rihanna, Usher, Nicki Minaj and Britney Spears, and film composer Hans Zimmer. is someone who “works 24-7 and brings his passion to everything he does,” Reichental said. “He will fit us into his schedule.”

Don Worthington •  803-329-4066

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