EMI Music and leading mobile operator T-Mobile are testing an advertising-supported mobile video service in the United Kingdom.

EMI Music and leading mobile operator T-Mobile are testing an advertising-supported mobile video service in the United Kingdom.

In a joint statement issued today (Sept. 11), the companies said the project will offer mobile phone users access to free video content embedded with TV-style advertising. Silicon Valley-based mobile advertising company Rhythm NewMedia is partnering on the initiative.

Music clips from EMI U.K. artists will be the exclusive music offering for the trial. The length of the testing period is unclear.

Pop star Robbie Williams, "virtual" band Gorillaz plus newcomers Lilly Allen and the Kooks are among the acts participating.

A number of major brands including Coca Cola Zero, General Motors (U.K.), Gillette, Land Rover, Microsoft Mobile, Nike and Toyota (GB) are among the advertisers taking part.

"At EMI, we are experimenting with a number of new and exciting business models to fulfill demand while at the same time ensuring that artists are fully compensated for their work," comments Tony Wadsworth, chairman and CEO of EMI Music U.K. and Ireland. "The advertising-supported model is currently generating a lot of interest, and we think we'll learn more about what fans want from mobile music in this trial."

The U.K. project builds on a similar trial that EMI and Rhythm Media kicked off in April of this year in North America.