After speaking as the de facto voice of two generations via "The O.C." and "Gossip Girl," uber-producer Josh Schwartz is following his fans techno-lead and heading online for his next project.

With Joss Whedon's "Dr. Horrible" proving that there is a major audience for original online content, Josh teamed with TheWB.com to create "Rockville" -- a 20-episode series that takes place inside a rock venue of the same name and will debut new installments every Tuesday.

Since the show is brought to you by Alexandra Patsavas, the ears behind "The O.C." and "Gossip Girl," it's a safe bet to say that every featured band will first become an iPod staple for fans before being appropriated by every behind-the-times TV show and movie in the coming months. So, check out "Rockville" if you want to stay on the music forefront!

PopWrap: Where did the idea for "Rockville" come from?
Josh Schwartz: I was approached by a WB.com executive who said they needed original programming. Music is something that obviously lends itself very readily to an Internet series, so the idea of doing a musically driven show felt very natural.

PW: Where did you really foster your love of music?
Josh: I spent a lot of my pre-"O.C." early 20s at rock clubs like this. Seeing every band I could, multiple times. So I thought setting a show inside a venue that the characters consider home would be very fun.

PW: Were you surprised at how many major bands wanted to be involved?
Josh: Well, Alexandra Patsavas who has been my music supervisor on everything -- "The O.C.," "Gossip Girl," "Chuck" -- and I wanted to have a list that was reflective of the kind of club we were shooting in. We assumed because it was a web series that we'd get bands that were like street performers at subway stations, but she pulled together and unbelievable roster of bands.

PW: Who can viewers look forward to seeing?
Josh: There are bigger name bands like Travis, The Kooks, Kaiser Chiefs (above) and Phantom Planet and then there are bands that are about to be huge, like The White Lies and Lykke Li. And we have them all perform live, which lends a whole other crazy energy to the show. They're mostly in the backgrounds of scenes, but if you go to TheWB.com, you can see the full live performances.

PW: You mentioned that you spent a lot of time in clubs like this growing up and everyone always talks about how there is always one "Josh Schwartz-character" in your shows -- would you say "Rockville" is your most autobiographical series yet?
Josh: Well, hopefully my point of view is in everything I've done. But there does always seem to be a character who pops up that is a little bit nerdy, a little opinionated, a little verbal, a little neurotic who I guess is "my type." Going back to Seth on "The O.C.," Chuck Bartowski, Dan Humphrey -- I guess now thinking about it, you're right.

PW: So who is that character in "Rockville?"
Josh: There are elements of that in Hunter, but Major Deb is almost like the female version of my male type. I've never written a character like her before -- and Alexandra Chando is a wonderful actress who is able to bring to life all of Deb's opinions, neuroses and insecurities in a really winning way.

PW: The show also stars a lot of WB/CW veterans, like Michael Cassidy and Ryan Hansen for example.
Josh: And I just put Ryan in my "Gossip Girl" spin-off. I had not known him before he came in to read for his "Rockville" character, The Douche, and he was amazing. Then we had this role on the spin-off and we knew he would just be amazing for it. If I had my druthers, I would put the whole cast in all my projects.

PW: I'm sure that's part of the appeal of working with someone like you who has about 800 shows on the air.
Josh: [laughs] Yeah, that was probably part of the allure for some of the actors because, quite frankly, they're not going to retire off the money they made doing this! I mean, none of us are. We all did it for the love of doing it.

PW: But I'm sure that shows up in the final product.
Josh: One of the other great things about it was the total creative freedom -- there were no notes, we could cast who we wanted to cast and would succeed or fail based on our own merit.

PW: You referred to the "Gossip Girl" backdoor pilot as a spin-off. Is that how you're thinking about it?
Josh: Well, I sure hope so. We feel great about the cast and seeing the period details come to life is fantastic. Being able to tell stories about LA in the '80s is really fun. So our hope is that it comes to life this fall, but I certainly know better than to presume anything.

PW: Between Brittany Snow, Krysten Ritter and Ryan you guys have assembled a pretty crackerjack cast.
Josh: [Krysten] is amazing. And together, she and Brittany are incredible. They're just so different and play off one another so well. And it's great because everybody's got a different look they're rocking. Lily's not a giant hairspray kind of girl because she's much more of a refined upper crust lady. When we first meet her she's running away from boarding school and in riding boots. So her look is very reflective of that.

PW: And Krysten?
Josh: Her world is very much more of a punk/valley world. We have many tribes of the '80s being represented.

PW: People are calling the show "Lily." Is that the title?
Josh: No, that's not the title. We've had a lot of titles bandied about but we won't settle on anything until the show's a done deal.

PW: How are you planning to juggle the two shows you currently have on air and a possible third?
Josh: Assuming, knock on wood, that both "Chuck" and "Gossip Girl" make it to season three, they're running pretty smoothly. I try to pack as much into the day as I can and let the people who are talented do what they do so well.

PW: Do you subscribe to that DaVinici Sleep Schedule?
Josh: No at all. I sleep very well.

Check out episode 1 of "Rockville" on TheWB.com