Music fans who are attending My Bloody Valentine gigs are to be given a set of ear plugs.
The rock band is collaborating with Earplugshop.com on the initiative, which has been designed to promote the importance of preventing hearing damage.
Shaun Thornburgh, spokesman for Earplugshop.com, said he respects the "ear-splittingly loud" rockers for taking the issue so seriously.
"The band is highlighting how important it is to protect ears from damage which, once set in, is irreversible," he commented.
This comes after John Illsley, former bass guitar player in Dire Straits, revealed that loud music has impacted on his hearing.
Speaking to the Daily Mail, he said this is partly because in the days when there were no noise regulations, he would often turn his bass amp and monitor up to maximum when performing live.
Illsley added that this damaged his hearing in the early days of the band because they typically played in very small venues, often on stages no more than 12ft wide.
