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On Wednesday 11 May, Will.i.am and friends took over London's historic Royal Albert Hall to launch his new smartwatch, the i.am+ Dial on UK mobile network Three.
Will and the Dial on the red carpet in the Kensington night. No expense was spared, as you can see by the giant Dial behind our man.
The Grammy award-winning musician and producer has turned his hand to technology. He loves the future, does Will.i.am.
Inside the Albert Hall, Will and friends take to the stage.
Will gets it started.
A number of guests joined proceedings, including Lydia Lucy, who was a contestant on "The Voice", the singing show on which Will was a judge.
Here's Dutch singer Eva Simons, who appeared on Will's song "This is Love".
Fellow "Voice" judge Ricky Wilson bounded on for an indie singalong.
Wonder how many fans will buy a Dial?
Will performs some of his hits like that one, y'know. The one with the singing. You'd know it if you heard it.
The crowd goes wild as Will is joined by his former band Black Eyes Peas.
Some of them, anyway: there was no sign of Fergie. Where is the love, Fergie?
Lydia Lucy took over for this bit. Fergie who?
From "Wonderwall" to "I Predict a Riot" to "I've Had the Time of My Life", Will shamelessly pilfered feelgood pop crowdpleasers. This is the one that samples Msirlou from "Pulp Fiction".
For the final song, AneedA the talking watch dueted with Will.
You wouldn't get this from LG.