Take That are to be the subject of an academic conference.
The two-day debating event to analyse the band's comeback is being held at Salford University in June, one week after the group's stadium tour begins.
Called Making Things Whole Again: The Take That Reunion, the event is billed as "an interdisciplinary conference examining the theme of break-up and reunion in popular music acts, focusing on Take That".
The conference will look into the psychological and social roles that band reunions fulfil as well as asking why Take That have succeeded where other bands, such as East 17 or New Kids On the Block, have failed.
Take That's latest album, Progress, sold over 1.8 million copies making it the UK's biggest selling album of 2010.
Meanwhile the band's tour broke records when 1.3 million tickets were sold in the first 24 hours.