Gorillaz helped launch Microsoft's Beta version of Internet Explorer 9 at an event in London tonight (Sept. 15).

Although the launch of a Beta version of a new Web browser might be typically aimed at a techy audience, Microsoft executives made clear they wanted the entertainment sector to take advantage of what IE9 Beta can do.

"I would argue the Web has not reached its potential as a creative medium, an entertainment medium," said Ashley Highfield, managing director and VP, consumer and online U.K. Microsoft. The firm says IE9 makes the Web feel like a native Windows application and is faster, cleaner and a richer experience than rival browsers.

"We want the browser to melt away," added Highfield.

The Parlophone/EMI pop act created a film to show off the new browser at the Hospital venue in London. The event was attended by Gorllaz creators Damon Albarn and Jamie Hewlett, as well EMI Music U.K. president Andria Vidler.

The tie-up was brought together by EMI Music's U.K. brand partnership team working with marketing agency Artizan Entertainment and Microsoft's Consumer PR agency in the U.K., 3 Monkeys Communications.

Microsoft approached Gorillaz and asked them to develop an online experience that would showcase the potential of the Web when viewed through Internet Explorer 9 Beta. Zombie Flesh Eaters, the Gorillaz design team, utilized HTML5 and Internet Explorer 9 Beta's new features to show how the browser can make the act's site a richer experience.

It was a typically humorous, slightly dark Gorillaz creation with cartoon member Murdoc showing off his 'Microsoft employee of the month' status and discussing the benefits of the browser with a geeky cartoon character, 'Mike O'Soft.'

Nevertheless, the short Gorillaz film and IE9 footage projected onto the big screen got the Microsoft message across. Murdoc explained that video and animation runs faster without the need to run plug-ins. Video is smoother "not like those old VHSs," he added.

"Gorillaz are renowned around the world for their innovation in music, visual concepts and animation," said Rafael McDonnell, EMI Music's senior VP for brand partnerships, licensing and synchronization - Europe, in a statement.

"This partnership with Microsoft showcases Gorillaz' creativity and innovation and is a great example of how we can bring artists, music and brands together."