Rapper Will.i.am is determined to make maths and science "sexy" in a bid to encourage youngsters to work hard at the subjects.
The Black Eyes Peas star has long championed technology and gadgets, and he was a guest speaker at Britain's Grand Global Challenges Summit conference in London on Tuesday (12Mar13).
During the event, which was hosted in conjunction with The Royal Academy Of Engineering and the Institution of Engineering and Technology, will.i.am presented a student film award and urged education bosses to change the perception of some subjects.
He says, "Math (sic) is the language of how the world works. And when you combine math and art, you get music. We don't even think of there being math there, but without it I couldn't do what I do.
"As a culture, we need to make math and science sexy... kids like the 'cool' factor. Music and school saved my life."