He can normally be heard helping people throughout the country rise and shine in the morning.
Today, though, Radio 1 breakfast show host Nick Grimshaw was spinning tunes for a rather more select audience in Leeds.
The star, known to his listeners as ‘Grimmy’, played an in-store DJ set at Topman in the Trinity Leeds centre during a visit to the city.
And the hour-long set went down a treat with the assembled crowd of students and other shoppers – as well as a delegation of excited staff from nearby Virgin Holidays.
Led by manager Anna Thirkill, they grabbed the man of the moment for a chinwag and an obligatory selfie before bringing him a glass of prosecco from their store’s bar.
Anna told the Yorkshire Evening Post: “He was so nice, really chatty. We asked if he was going to pop in for a drink afterwards and he said he would!”
Grimshaw also had a fan in the shape of Bristol-based DJ Liv Knight, who played a warm-up set before the main event.
She said: “He’s the friendliest person I’ve ever met in my life! It’s been a lot of fun.”
Grimshaw’s set – which included Missy Elliott’s Get Ur Freak On and Rihanna’s Work – was part of a packed day of Topman-backed music activity in the city.
The radio favourite, who grew up in Oldham, was later also due to host a music quiz at Leeds University Union’s Terrace venue.
And, this evening, blues rock band The Strypes are scheduled to perform at the Belgrave Music Hall with support coming from The Amazons.
Leeds is one of five cities across the UK chosen for day-long ‘takeovers’ during a tour dubbed Topman 24.
The other places that have been picked as hosts are Cardiff, Birmingham, Liverpool and Edinburgh.
Proceeds from ticket sales on the tour are being donated to the CALM charity, which works to prevent male suicide in the UK.