March 28, 2008 14:27

Rick Astley 'Rick Roll' video prank becomes web phenomenon

Millions fall for 'Never Gonna Give You Up' joke

Millions of internet users have fallen for a 'Rick Roll' web prank involving Rick Astley's 1987 hit 'Never Gonna Give You Up'.

Around ten months ago, an online anti-Scientology group posted links on the internet that resembled normal click-throughs offering more of the news story.

In fact, the link took users to the YouTube video of Rick Astley's hit.

Radiohead 'Rick Rolled' fans online with the same joke web link when they announced their new 'In Rainbows' album would be available to download.

The campaign has since picked up pace, with many other websites posting similar false links to the music video for a variety of stories, leading the 80s heartthrob to clock up nearly eight million hits for his single.

Astley himself has spoken about the phenomenon, telling the LA Times: "It's a bit strange to have videos of when you were a young guy out on the internet. It makes me laugh - I'm sure it annoys a lot of other people.

"It's a bit spooky. It's just one of those odd things when something gets picked up and people run with it. That's what's brilliant about the internet."

See the Rick Astley video for yourself now on the NME.COM video page.