And this is what happens when someone becomes desperately thirsty to generate buzz for their forthcoming release. Through Interscope Records, Black Eyed Peas frontman will.i.am will release his new album ‘#willpower’ on October 15th. A carefully planned viral campaign starts with the announcement of alleged ‘thieves’ stealing contents from will.i.am’s car, only for those ‘thieves’ to ‘mock’ him by plastering leaked videos and music on YouTube. After debuting his latest single ‘Reach For The Stars’ on Mars last night, a promotional music video for ‘Hoola Hoop’ is ‘leaked’.

‘Hoola Hoop’ is a collaboration with Nicole Scherzinger, who uses her alter ego Nicci Sundae to deliver quite a mean ass shake. And apparently, Nicole borrowed Rihanna‘s blonde Armani wig to throw down in.

It’s a promo video so the budget for it is pretty much non-existent. As for the song itself, a viral campaign is most definitely needed especially when releasing over-processed tripe like this. Who’s buying it?