Europe UK : VidZone and 3 joined forces to produce the first live in-store performance yesterday, available to download on 3's network within hoursof the gig.

In the first of a series of in-store performances, hip-hop artist Sway performed live in-store at 3's Oxford Street store yesterday. The exclusive event showcased Sway performing tracks from his forthcoming album 'This Is My Demo'. Sway's new single "Little Derek" was filmed at the event.

VidZone then encoded and uploaded the video to 3's production facility within 24 hours and the video was available to purchase as a download or stream on 3.

"With 3.2 million customers, all with video mobiles, 3 has the audience reach and marketing muscle to influence the awareness and sales of any recording artist. 3's position in the sales and marketing chain is being fully embraced by the Independent record sector as witnessed through this first in-store performance" says Adrian Workman, CEO of VidZone.

Sway, signed to his own label Dcypha, has received assistance from Dan Greenpeace's All City imprint. Dan comments "As an independent artist trying to compete on his own terms, new avenues of promotion and marketing such as this in-store performance keep Sway ahead of the pack. He knows music and video is playing an ever bigger part in the way people use their mobile phones, and is keen to explore how the technology can work for him. "

Sway's video is being promoted as the top banner on 3's homepage, Today on 3, and the video will be played in all 3's in-store screens for one month.

3 has reputation as an innovator in music, from hosting the first live streaming gig with Rooster to offering customers the first global music premieres from artists like the Pussycat Dolls and Charlotte Church.