The Topman 24 tour is taking over five cities for 24 hours each over the next couple of weeks. The whole thing kicked off in Cardiff last night, including a gig at Clwb Ifor Bach.
Each takeover on the tour includes an instore DJ set from BBC Radio 1's Nick Grimshaw, a music quiz hosted by the breakfast show presenter, a free gig and free breakfast the next morning.
Cardiff's music fans headed down to the Topman store to pick up their wristbands for the night's gig, which featured The Strypes and The Amazons.
Grimmy poses for selfies with crowds of smiling shoppers ahead of his instore DJ set.
And here's the man himself, deploying only the truest of bangers from behind the decks, much to the delight of the lady next to him.
Fans capture a souvenir of Grimmy's set via their phones.
Cardiff's music lovers also got the chance to recreate some classic album covers, with props like sunglasses and face paint on hand to aid their posing.
The NME music quiz well underway, with teams trying to figure out just who is on this classic cover.
There's nothing like a shot to lubricate the brain cells and take you to quizzing victory.
The Topman 24 tour is also raising awareness and money for C.A.L.M (Campaign Against Living Miserably), with fans being given the opportunity to donate money via the DICE mobile ticketing app.
An obligatory first night of tour group shot, bringing together The Strypes with opening band The Amazons.
And here's headliners The Strypes pulling their best mean and moody faces ahead of their riotous set.
Reading's The Amazons warmed up the Clwb Ifor Bach crowd with some skyscraping rock riffs.
The group's frontman introduced one song as being about "when you first pass your driving test and you're driving down country lanes and get scared of all of the silhouettes on the bends, cos you don't want to hit a badger."
By the end of their set, The Amazons had the audience dancing and clapping along, with huge cheers filling the room as they left the stage.
The Strypes' set was filled with energetic dancing and moshing throughout. The band paused at one point to comment "This moshing is unbelievable" before dedicating their song 'Angel Eyes' to NME and Topman "for having us on this tour".
The fans showed their appreciation by storming the stage during the band's encore.
The band tried to keep things going as more and more people made their way up to the stage, but had to call it a night when the drum kit was knocked over in the melee.
Two happy punters raise their drinks to The Strypes.
Cardiff set the bar high for the rest of the tour, which visits Birmingham O2 Institute (March 3), Liverpool Zanzibar (7), Leeds Belgrave Music Hall (10) and Edinburgh Teviot (15). Head to Topman.com/24 for more details.