Southampton students are getting a taste of the music business during a week of industry events.
The Smilefest series of gigs, workshops and Q&A sessions is designed to give careers advice in promotions, media and events management.
Among the speakers is deputy director of Glastonbury, Mark McCann, involved in festival organisation for 30 years.
Organiser Martin James said it would give those involved in local music an insight into the wider industry.
Events will also focus on the increasing use of social media in promoting artists and events, with a plan to review every minute of the festival's live gigs on Twitter.
While Mr James says the traditional CD sales model for music is "dead on its feet", he pointed to the success of regional festivals such as Blissfields near Winchester and Bestival on the Isle of Wight to show how other music businesses are thriving despite the economic climate.
He said: "It's about using the university's expertise and contacts to help support and develop the wider music infrastructure."
He added he would like the festival to develop into a regular event similar to Manchester's In the City.