Google is staging a live performance across a full three-and-a-half minute ad break to promote Google Play, its music store and streaming service.

British Singer Sam Smith, whose single “Stay With Me” is currently number one in the U.K. charts, will be singing the song live from one of London’s most famous music venues, The Roundhouse, this Friday night. It will be the U.K.’s first ad break to air a live music performance.

The performance will be broadcast at 10.45 pm on Channel 4 — a free-to-air terrestrial station, and Britain’s second biggest commercial channel during a chat show called “Alan Carr: Chatty Man.”

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