His smile is instantly recognisable to most people around the region, but now Amr Diab's face is greeting residents and tourists in one of New York's most famous sites.
The Egyptian singer this week featured in an advertisement for Spotify in Times Square, known for its large, illuminated signs.
According to the streaming company, this marks the first time an Arabic recording artist has been given the spotlight in this prominent location.
"Experiencing Amr Diab's devotion to Arabic music for nearly four decades straight and witnessing his fan base expand across the world is beyond incredible," said Claudius Boller, managing director of Spotify Mena. "Today we are celebrating Diab’s legacy and we are proud to see him shine so brightly – literally – on the global stage.”
Spotify decided to use Diab's image in their campaign to promote the music and culture of the Middle East and North Africa.
"Music is a language that speaks emotions and not only words. I am blessed to have touched people around the world with my music,” Amr Diab said in a statement. “Spotify has allowed so many artists to connect with fans beyond borders and I am glad for that.”
According to the streaming platform, in the past five years, Diab's music is most played in the US, followed by Sweden, Germany, the UK and Canada, with Bayen Habeit the most streamed of his tracks.
The singer, 58, is preparing for the release of his 33rd album, Ana Gheir. He has won seven World Music Awards.
The star is set to perform in Dubai next year, holding a outdoor concert at Dubai Media City Amphitheatre on Friday, January 20.