Sponsored by Virgin, it started in '96, and is now held at "north" and "south" locations (Chelmsford, Essex and Weston Park Staffordshire) simultaneously over two days towards the end of August, with the bands swapping location each day.
It's a very commercial event, with advertising thrown at you from all angles to do with the sponsors or anything else.
Despite that, it's actually a surprising pleasant event, with seven stages offering predominantly rock and indie music, the festival does book a wide variety of acts and offers a few pop acts every year.
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