You can see why the head of Dragons Den's Peter Jones was turned. A festival set aloft a stunning Cornish beach populated by fresh faced students, and one you don't even need to take up a precious summer weekend to attend.
But despite the courting of the self-made millionaire following a successful pitch on the BBC reality show, the organisers of Beach Break Live opted for a partnership with established festival promoters Outgoing, who are responsible for Snowbombing among other events.
It's enabled them to return for a second year, upping numbers from less than 1000 to almost 5000, and causing a real buzz on this year's live music calendar, with the Sunday Times so drooling at the prospect they declared it 'the best line up all summer'. Grabbing our surf board, we thought we'd take the trip down to Polzeath Beach to see what all the fuss is about.
Kicking off today (Monday) the festival will see headline sets by The Wombats, The Enemy and The Cribs, with Pendulum (DJ set), Mr Scruff and Get Cape Wear Cape Fly a few of the other highlights. Johnny Foreigner were called in at the last minute to replace Vincent Vincent And The Villains, but otherwise everything else seems to be going to plan.
The site is looking good with Dutch hot tubs, giant pigs, a stargazing tower and an It's A Knockout-style assault course just a few of the attractions dotted around – the dance tent is particularly huge and very loud.
And, of course, it's full of students, who, with a 5am license, are bound to have some fun and games over the next few days. We'll be having guest bloggers detailing their Beach Break Live experience as well as bringing you all the lowdown on what's occuring.
We've already met one malnourish
ed young uni wag who had arrived two days early and bagged a job digging holes around the site in return for free food. Now that's what we call a student festival…