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Celebrities lend a little star power to new tech at CES 2016

Elton John, Beck and Lady Gaga are among the famous faces promoting products at the tech trade show. Oh, and then there's Shaq on a Segway.

This story is part of CES 2016. Our editors bring you complete CES 2016 coverage and scour the showroom floor for the hottest new tech gadgets around.

Beck rocks the CNET party at CES 2016.

Josh Miller/CNET

What do you do if you want your new gadget to stand out from the crowd? Sprinkle on some stardust. Check out the celebrities and famous faces who popped up at CES 2016, from Elton John and Beck to Shaq on a Segway.

CES is the annual trade show where the technology industry gathers to show off its wares. The show takes over Las Vegas every January, with manufacturers and tech companies posting up in hotels, casinos and the cavernous Las Vegas Convention Center to demonstrate their new products for the coming year.

Roping in a celeb to shill for your product is a time-honoured marketing tactic. This year was no exception as famous, and sort-of-famous, folk gave their best pitches. Sports stars, pop stars, politicians and even the occasional magician shilled their little hearts out at the show. Click through the gallery to see the famous people who collected a paycheck from a technology company this week.

Sportsmen bringing their "A" game included Olympian Michael Phelps, Chicago Bulls legend Scottie Pippen and Shaquille O'Neal. They were joined by politicians including US Sen. Mark Warner, who laid out his hopes for bipartisan policy on the so-called sharing economy.

Josh Brener (the face of televisual nerdery on shows like HBO's "Silicon Valley") shared the Dell stage with "Entourage" star Adrian Grenier. Jenny McCarthy roped in Donnie Wahlberg to record a radio show, while Al Madrigal riffed on his day job at "The Daily Show".

Pop stars Lady Gaga, Elton John, Beck and Wyclef Jean sang from the corporate song sheet. And Netflix brought its star power to bear with a panel including Chelsea Handler, Krysten Ritter and Will Arnett, all stars of shows appearing exclusively on the streaming service.