Hundreds of people are converging on Mount Maunganui's Main Beach today, soaking up the sun, sand and sounds as the Coke Loves Summer tour kicks off.

The free summer concert, which began at 12 noon, is already drawing hundreds of people and families to the beach with its main acts including Benny Tipene.

Beach-goers hitting the sand at Mount Maunganui's Main Beach this afternoon.

A SunLive reporter at the scene says the beach, glistening under a clear blue sky, is packed with bikini-clad bodies and families.

'There's people playing volleyball, sunbathing, swimming, dancing, people are having a turn on a ride-on surfboard, you can get tattoo painting; and there's bean bags and umbrellas everywhere.”

The Coke Loves Summer tour concert is sporting some of the latest popular stars from ‘The X Factor NZ' – including Benny, Moorhouse and winner Jackie Thomas, who are performing this afternoon.

Benny has just released his second single ‘Make you mine'. The song is the theme song for Coke's summer campaign.

Since ‘The X Factor NZ', Benny has moved to Auckland to focus on his music career and says most days are taken up writing songs.

'It's a lot harder than I thought it would be...I'm working pretty hard.”

Benny is looking forward to the summer concerts. 'It's going to be all good times.”

Coca-cola New Zealand marketing manager Heidi Somerville is thrilled with the line-up.

'Benny's fresh, original style is a great fit for Coke Loves Summer and we're proud to partner with New Zealand's fastest rising stars for our most iconic campaign of the year.”

The Coke Loves Summer festivals are at Mount Maunganui Main Beach on January 2, from 12pm-6pm and Williamson Park in Whangamata on January 4, from 12pm-6pm.