Will.i.am to collaborate with Slash to cover “My Generation” by The Who

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This Sunday will mark the second Super Bowl Sunday to have a classic song remixed by Black Eyed Peas’ Will.i.am. Last year, the rapper/producer teamed with Bob Dylan for a new version of “Forever Young” that played during a Pepsi commercial during the game.  Joining him on stage

FLO TV Incorporated, international recording artist and producer will.i.am and iconic rock band The Who today announced that 100 percent of the proceeds of will.i.am’s full-length remix of “My Generation” will be donated to Oxfam’s Haiti Earthquake Response Fund.

The song makes its debut appearance February 7 during the 2nd quarter of Super Bowl XLIV in an ad for FLO TV, the Qualcomm subsidiary that pioneered the live mobile TV category. The FLO TV spot, dubbed “Moments,” is a compilation of historical events and shared experiences that have united generations of television viewers. The memorable spot will air just prior to The Who’s half-time performance.

  • Listeners can hear a portion of the song today at www.flo.tv or www.music.yahoo.com.
  • Beginning at 5:30 p.m. EST on Sunday, February 7, people can listen to the full-length song at www.flo.tv.
  • The track will also be available for purchase for $1.29 on Amazon.comDipdive.com and TheWho.com, with all proceeds benefiting Oxfam’s Haiti Earthquake Response Fund.

“Moments” is based on an idea conceived and developed by will.i.am, Agency 3.0, MemBrain and FLO TV to create a remix/mashup of these iconic, cross-generational artists performing The Who’s classic song “My Generation” to introduce viewers to the concept of live mobile television and the FLO TV™ brand. The full-length single features guitar legend Slash and will.i.am’s fresh twist on the lyrics, which reference the recent Haiti earthquake and inspire a new generation of music lovers to help shape the course of history.

“We were in the middle of a remix for a Super Bowl ad of one of the great songs of our time – ‘My Generation’ – when this tragic earthquake hit Haiti,” said will.i.am. “I was moved to do something, and I immediately reached out to Pete Townshend and FLO TV. We decided to come together to create a full-length version of the track. This version will contain additional lyrics not included in the commercial, and all proceeds from the song will go directly to benefit the people of Haiti.”

Pete Townshend adds, “I am relieved to be able to do something visible to reach out to our friends in Haiti – and I am honoured to have such a hot and credible artist like will.i.am working with ‘My Generation,’ a song I wrote back when times were changing, but maybe didn’t change enough. Will wants to bring hope to the music rather that just the angst and frustration it once carried, and he has enough life and vigour in him to pull this off. Let’s hope that it generates some cash down the year to help rebuild Haiti. Most of all let’s hope it lets the people of Haiti know that we love them and remember them and pray for them in our crazy way using music. Let’s hope the times do change soon.”

My Generation was the debut album by the English rock band and its title single reached #2 on the U.K. singles chart. Featuring Pete Townshend’s rebel-rousing lyrics, expressing a generation trying to find its place in the rapidly changing society of the mid-‘60s, the song was chosen by Rolling Stone as the 11th greatest song of all time. The halftime set list for the Super Bowl will include snippets of “Baba O’Riley,” “Pinball Wizard,” “Tommy,” “Won’t Get Fooled Again” and “Who Are You.”