Black Eyed Peas star Will.i.Am was in London earlier today to unveil a brand new product he has been working on.

The 'Boom Boom Pow' sensation unveiled the new gadget, which works alongside the iPhone 4/4S, at Selfridges in London this afternoon (28th November) and explained that it is an accessory called 'i.am+ foto.sosho' that acts as a point and shoot digital camera with an on-board editing suite.

In addition to this, it also has special filters and social media connectivity and will be available from Selfridges on December 6 for £299. Speaking about the product, Will.i.Am said: "I am proud to finally launch the i.am+ foto.sosho appp and camera to the world from London."

"Our product fuses fashion with technology, changing the way you look at a smart phone. The i.am+ foto.sosho camera will make your smart phone brilliant."

He also took to his official Twitter page this morning and praised his collaboration with Britney Spears on 'Scream & Shout', describing it as 'life-changing": "Working with @britneyspears changed my life...I've had the blessings of having my life changed 6times..#iWANNAscreamANDshout #bringTHEaction"

"I've done amazing things with dreams, ideas & execution of my group .@bep, but this collab with @britneyspears is rebirth"

Listen to 'Scream & Shout' below: