Britain's Charlie Simpson in the freezer as he seeks world record by singing at the Pole of Cold

However, weather forecasts suggest a milder minus 25C during the day on Saturday. Night time should see the thermometer plunge to minus 33C, though. 

The town in the Sakha Republic - or Yakutia - holds the world record lowest temperature in a populated area of minus 71.2C. The reading was in 1924. 

Simpson's public relations team have done their best to portray the remote town as if little has changed since 1924, also the year Lenin died. 

'With a population of just 472, the town has no running water or electricity and is so cold that mobile phones don't work,' they complained. 

The 27 year old has been travelling to Pole of Cold from Yakutsk in recent days to make his record bid. 

'If successful, Charlie's icy endeavours will earn him an official place in the Guinness World RecordsTM annals,' said a spokesman.

Charlie said: 'The Jagermeister Ice Cold Gig is by far one of the biggest challenges of my career, but I'm really excited to get out there and see a part of our planet that very few people will ever get to visit. 

'It's not really an option to play my guitar wearing gloves, so I just hope my fingers don't freeze.'

Tom Carson, Jagermeister UK Music Manager, added: 'This is certainly the most extreme music event we've ever organised. 

'We've worked with Charlie for a few years now and we're delighted that he has taken up our challenge to play the world's coldest gig. 

'With the local cuisine consisting mostly of reindeer meat and fish, we've warned him not to expect too much on his backstage rider!'