Expo 2020 revealed US rapper will.i.am is the voice of the latest advertisement for the event that is set to run from Oct. 20 until April 10, 2021 in Dubai. In the ad, which features the development of technology, the Black Eyed Peas artist says, “You weren’t there when humans conquered fire, when they wore animal skin attire or invented the bicycle tire. You weren’t there when they created algebra, built the pyramids in Giza or painted the Mona Lisa. You weren’t there when they first made paper or built the amphitheatre, when they calculated gravity or made flying a reality.” The 44-year-old star states several historical contributions made in technology that changed our word. “But you could be there and with your own eyes witness new acts of human genius,” he says. “Be there to see the alliance of art, music, fashion and science. See a futuristic festival filled with ideas new and radical, performances magical, in a six-month-long spectacle. This, you can’t afford to miss. It’s the best of human kind and the greatest show of our time.”