BlackBerry has been the proud sponsor of the Grammy winning Black Eyed Peas’ The E.N.D. World Tour which began in Japan in September of 2009 and just recently hit its North American leg this past February. Like any other album they’ve released, they use their music as a way to reach people on a special level and deliver a message. Having released The E.N.D. (The Energy Never Dies) in the wake of a recession last year, the general message was to just be able to let loose and have fun. The show reached the hometown of the Black Eyed Peas in Los Angeles, CA earlier this week and they had some special plans to make it a memorable one for their fans by including them in a small part of history.

Working with BlackBerry and other partners such as 3ality and AEG Network LIVE, The Black Eyed Peas pioneered a vision to deliver, for the first time in history, the broadcast of their live concert performance at Staples Center in 3D to viewers in theaters across the nation.

Our friend Sarah was kind enough to include us in this exclusive event this past Tuesday and it was no doubt an enjoyable experience. The event was held just a street light away from the Staples Center at the new Regal Cinema at L.A. LIVE. Guests piled into the theater with their 3D glasses; some were even interviewed by local news reporters (pictured above). But no one anticipated a special visit by none other than Will.I.Am himself. In addition to raffling two tickets to a lucky guest, he graciously thanked everyone in attendance and explained his vision of how technology can help enhance an experience and hoped that we enjoyed the show.

I was fortunate to meet Will.I.Am and had a very brief conversation with him about the show. All he could tell me was that the 3D experience was going to blow me away and that they really tried to go over the top with this tour. When asked about BlackBerry he smiled and admitted to being a fan of BlackBerry Messenger, or as many refer to it, simply “BBM”. I didn’t ask him for his bar code, but he did tell me they incorporated it into the show. He was referring to his solo segment during the performance in which he thanked BlackBerry and showed off a screen streaming random messages from fans; or “BBMs” as he called it (I doubt everyone had his pin/bar code). Will.I.Am demonstrated one of his many talents by performing a freestyle rap using these messages as they appeared; igniting a huge uproar in the crowd.

After the show, many stayed to attend a special after party at The Conga Room which Will.I.Am owns and was expected to provide a special DJ set. Also, local radio station KIISFM was there doing giveaways. It was an amazing turnout with other celebrities such as Malin Akerman of 2009s Watchmen in attendance to show their support.

Will.I.Am with Jonathan Nguyen