Vodafone has joined forces with record company Universal Music to allow its customers to download thousands of music videos and songs to their phones.
U2 are one of the bands whose videos will be available
Tracks will be available from Universal artists including Eminem, U2, Keane, Scissor Sisters and Black Eyed Peas.
The 3G (third generation) service, which starts immediately, is available to Vodafone live! customers.
Vodafone and Universal, both the largest firms in their fields, said the deal had significant growth potential.
More than 100,000 songs will be available for download "within a matter of weeks", US-based Universal and the UK's Vodafone said in a joint statement.
Ring tones and music streams will also be available.
Both companies stressed that the deal was long-term, and a response to accelerating global demand from Vodafone's customers for more entertainment content.
"This agreement sets new standards in scale, reach and imagination within our respective industries," said Lucian Grainge, chairman and chief executive of Universal.
"Both companies are committed as never before to provide new entertainment services for the benefit of consumers, using 3G to harness the power and potential of new technology."
No details were released as to the price of the new service.