Future:Media:Change

Increase da peas … Will.i.am. Photograph: Patrick Rideaux/Rex Features

Black Eyed Peas founder Will.i.am has remixed one of the Who’s classic songs, with proceeds going to the Haiti earthquake relief. The hip-hop star’s version of My Generation will air during this Sunday’s Super Bowl XLIV, where the Who are playing at half-time. The single will then be available to purchase at the iTunes Music Store.

“It’s the Who, their song, and then I altered the lyric to fit my generation now,” Will.i.am told Billboard. While perhaps this means references to Twitter, Obama and Jersey Shore, we hope that the 34-year-old producer is celebrating the actual highlights of “his” generation – like the Pentium computer, Bill Clinton and Seinfeld. “I loved that song way before this even came up,” the singer-producer said. “It was awesome.”

It’s not clear whether Will.i.am will be performing with the Who during a break in the US football game this weekend. More likely he will appear in a commercial, just like his collaboration with Bob Dylan in a Pepsi advert last year.

Former Guns N’ Roses guitarist Slash also reportedly appears on the remix, soloing alongside Who guitarist Pete Townshend. Will.i.am spoke with calm sophistication about his telephone conversation with the Who’s long-time guitarist: “Talking to Pete Townshend on the phone is like, ‘What?! I’m talking to Pete Townshend on the phone?!’ That was awesome, being able to just hear their advice and everything. Those guys are just awesome.”

Hopefully, his updated lyrics to My Generation are judicious in their use of the a-word.