Mobile ring tones now outsell singles

Pop music has gone high-tech - with ring tones now outselling the singles they were taken from and videos becoming interactive for the first time.

The British music scene is at the forefront of the technological revolution, and the best artists were celebrated at an awards ceremony last night.

Robbie Williams, Will Young, Dizzee Rascal and Westlife were all honoured at the Broadband from BT Interactive Music Awards at The End nightclub in the West End.

Will Young won Artist Of The Year, sponsored by the Evening Standard, as the most popular singer with online technology.

Ben Drury, head of music at BT, said: "There's a lot of cynicism about the time it's taken the industry to wake up to new media, but that doesn't change the fact that right now the UK music scene is leading the way when it comes to interactive music. Mobile phones have become the frontline for music fans, with ringtones often outselling the singles they are taken from."

The top five ring tones are: Swing Low Sweet Chariot; The Self Preservation Society, the theme from The Italian Job; Clocks, by Coldplay; Where Is The Love, by Black Eyed Peas; and P.I.M.P, by 50 Cent.