Festival-goers at V Festival's Essex or Staffordshire sites can sign up for a free month's trial by texting a special number that will be promoted on-site.
They will receive five free tracks as part of the trial and have the option to continue the service for £4 per month.
Existing Virgin Media mobile customers will be able to sign up for £3 for five tracks a month.
The service has more than one million tracks licensed and is based on a subscribe-to-download model.
The Virgin Music Media Store service is powered by IMImobile DaVinci Music and opens fully to the public on September 1 on a month-by-month basis.
Virgin Media director of mobile Jonathan Kini says, “With Virgin Media's long heritage with music, V Festival is the perfect place to launch our brand new Music Store. This is a key milestone in our mobile entertainment strategy and anyone with a mobile can take advantage of this new service to access great new music in an instant.”
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