Telco Orange U.K. will promote its new music streaming service, Monkey, with hologram screenings of performances at shopping malls across the U.K. The service operates in partnership with Universal Music.

Commencing Sept. 19 and 20, the gigs will be held on five consecutive weekends in London (Lakeside), Birmingham (Bullring), Sheffield (Meadowhall), Bristol (Cabots Circus) and Manchester (Arndale Centre). Music from U.K. pop artist Pixie Lott and hip-hop acts N-Dubz and Tinchy Stryder will be displayed on an Orange hologram 'stage' at 20-minute intervals throughout the weekend. N-Dubz will make a guest appearance in Manchester's on Oct. 18.

Orange staff will also be handing out free Monkey SIM cards and discount vouchers for select Pay As You Go (PAYG) handsets, valid to anyone signing up to the Monkey tariff during that weekend.

"Monkey is our first ever PAYG package that offers free music to customers and provides a whole new music experience both online and on their mobiles," said Spencer McHugh, brand director at Orange U.K., in a statement. "The Orange Monkey hologram gigs are an extension of this new music experience giving audiences the chance to see some of the U.K.'s hottest talent in a fresh and exciting way."

Monkey, which is aimed at the youth market, offers consumers free online streaming and a facility to listen to music on a handset by dialing a free number in exchange for a monthly top-up of £10 ($16.50). A three-way partnership with Universal Music and U.K. broadcaster 4Music, it also enables users to create and share playlists via mobile, email or social networks. It launched July 30 with Universal as the only licensee.

Orange U.K. is part of the France Telecom Group.