TBWA\London's branded entertainment arm, Stream, developed the concept and the Channel 4 deal for its Abbey Road Studios client.
The 12-part series, Live From Abbey Road, will offer an insight into music and how it is made. The series, which marks Abbey Road's 75th anniversary, will kick off with a 90-minute special in November, followed by 12 one-hour episodes every Saturday. Artists lined up to perform include Paul McCartney, Coldplay, Pink Floyd and The Killers.
Stream is negotiating with a number of potential brand partners, particularly in the technology and mobile telecoms sectors. The partnerships would enable consumers to view recordings via their mobile phones and the internet before and after the TV programmes air.
Live From Abbey Road will be broadcast in other countries and Stream is in talks with a number of overseas broadcasters.
Georgie Summerhayes, Stream's managing director, said: "Our partnership with Live From Abbey Road delivers a unique opportunity to create the world's first international interactive music property delivered across numerous physical and digital platforms."
McCartney and Coldplay recently recorded material in the studio for the programme. McCartney has produced a new version of Love Me Do.