For those joining the festival throng, donning the gaudy-looking wellington boots, finding a suitable tent and looking hippy chic is a must. This is, of course, if you are going to the famous old stalwarts such as Glastonbury and Reading.
Creative festivals are also popular, with the Hot 50 panel selecting ‘alternative’ ones as the events to be seen at. All Tomorrow’s Parties launched ten years ago, its founder, Barry Hogan, aiming to set up an alternative festival by staying intimate, non-corporate and friendly. Ten years of ATP Festival ran in December last year, and while it has expanded musically, Hogan still pays particular attention to promotional artwork, experimenting with artists and designers such as Ben Drury.
As the digital age becomes more dominant, festivals such as Lovebytes have evolved. The digital arts festival for creativity and culture that started in 1994 returns in 2010 tosome of Sheffield’s landmark venues exploring the creative impact of computers, new technology and digital culture.
Meanwhile, as the art world glitterati invades the annual Frieze Art Fair in October, an ‘alternative’ extravaganza is hosted by Zoo Art Enterprises, held in London’s Shoreditch High Street. The Victorian building is appropriate for the 50 contemporary art organisations and emerging talents that showcase their work in a series of exhibitions and presentations.