Rapper Will.i.am expanded his ever growing empire Wednesday (28 Nov.) by launching the world's first digital camera and app combination to turn the iPhone4 into a point and shoot digital camera.

The event, which took place at London's Selfridges store, saw Will.i.am give an enthusiastic speech about the new product and his move into technology.

The singer already has a stake in Beats By Dre and recently announced plans for headphones made from recycled material.

Will.i.am said he had achieved his dream of being a musician and now it was time to move onto the next dream.

"When I was 17 I dreamt of music and touring I've done that, these next 20 years are exciting, they're about today's connectivity and new innovative thinking around products," the singer told the press conference.

"And I started looking at these companies competing against other companies and a lot of times the technology's the same so it's price points that differ between the two. So in reality companies aren't competing against companies of tomorrow, companies are competing against individuals because we all have the access in making whatever it is we want to make."

Called i.am foto.sosho - the accessory turns the iPhone4 into a proper digital shoot and camera. Different lenses are available for the product and also an app which lets you edit your photos with different filters.

Bringing it bang up to date the app also lets you post your photo to all the different social media sites you are connected to by the touch of one button.

The accessory can be purchased exclusively at Selfridges where fans can enjoy a unique buying experience to go with the product.