In early 2000, Clifford was contacted by BBC Radio 1 DJ and Top of the Pops presenter Gary Davis, with an invitation to begin creating his own CD-Rom covermounts in-house. Clifford formed his own company 21st Century New Media Ltd and embarked on his most ambitious period yet, creating CD-Roms for Gary's company Upfront for a number of publishers, beginning with Shine Magazine.
In contrast to the rather laddish tone of the GQ CD-Roms, it was time for women to bounce back with their own brand of CD-Rom covermounts, featuring fashion and beauty tips from this popular publisher, as well as a greatly expanded musical segment comprising of music videos from top record labels and music publishers.
Split into two halves, the Behind the Scenes section of the CD-Rom featured a variety of editorial video segments entitled The Shine Effect, Beauty Shoot, Cheeky Saucy, How cool are you? and Get Fit Now, all of which featured interviews and mini-documentaries with Shine magazine staff, competition winners and readers.
No fewer than eleven music videos were featured on the music video section of the CD-Rom, including the latest singles from Tom Jones (Sexbomb), All Saints (Pure Shores), Toploader, Anne Lee, Kawala and Mint Royale.
