UK mobile operator 3 has been experimenting with different forms of free content lately, such as music, video clips and games. Today it announced a deal with Sony BMG to offer free, ad-supported music videos from artists including Alicia Keys, Mark Ronson and the Tings Tings, The Guardian reports.

Mobile ad network Rhythm Media is powering the system that will deliver targeted ads based on the viewer's age and gender. Commercials up to 20 seconds in length will stream before and after each video.