The multi-hyphenate previously said he planned to have several lunches with Spears to get a sense of the real Britney and “what she’s excited about in life,” hopefully so they’d emerge with songs that “come from her heart.” His recent Billboard comments expanded on that plan, with him admitting to basically trying to interview the singer: “I said, ‘Let’s talk about things you’ve done in you career, what you’re happy about. Let’s talk about spending time with your kids, let’s talk about your breakup. Let’s talk about how now you’re single, how independent you might feel.’ We started talking about all that stuff. So I said, ‘do you mind if I write this down? I don’t mean to impose but I want to interview you.’”
Taking it one step further, Will said he’s treating the project like working for a brand. “I don’t want to let her down. I just want to do it the way a brand would do it. They wouldn’t say, ‘Take this. Put it out.’ That’s not what you would do. You’d come up with a mood board, the logos, the font, all the other stuff.” The Britney Brand. Sure, why not? We just hope this turns out more like will.i.am’s past work for the Intel brand, and not so much like his Entertainment Tonight partnership.