Work Club debuts with Nokia project

LONDON - The start-up agency Work Club has launched its first work, creating a super-fan character for Nokia whose interviews with pop stars will appear on Channel 4's show 'The Nokia Green Room'.

The obsessive character, Chris Neadham, is an "all-round devotee of the whole genre of music" who conducts interviews with the artists that appear on the show, including REM and Madonna.

As well as featuring on the T4 show, his backstage interviews will be streamed online.

Neadham, who already has a following on MySpace and Facebook, will also post daily music-based video blogs on his own website, www.smellslikechrisneadham. This video content will feature Neadham in a variety of music locations, from gig queues to festivals.

The homepage also features links and promotions for the Nokia Music Store, which provides a downloadable music service for mobile phone handsets.

Work Club won the UK digital strategy and advertising business for Nokia in February without a pitch. The Nokia Green Room will air on Channel 4 on Sunday afternoons for 15 weeks.