Traditionally Latitude Saturday is the biggest party of the East Anglian summer.
It is usually the day that sells out first, everyone is pitched in the campsites and has found their way around the site and there is always loads to see.
But this particular Latitude Saturday got off to a rather slow start - and understandably.
Last night Sheffield indie legends Pulp gave a performance for the ages.
Incredibly it is 46 years since Jarvis Cocker first formed Pulp. In that period the band has gone through many changes and only really came to the nation's attention during those giddy days of Britpop in the mid-90s.
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And the shadow of Pulp will be cast across the rest of this festival. Today on site it is still all the revellers are talking about.
John Taylor, 46, travelled from Yorkshire to see a band he fell in love with many moons ago.
"Back in the 90s I really loved indie and Britpop," he said. "And Pulp were from just down the road so they were a local band done good.
"Seeing them in this beautiful setting alongside a load of other middle-aged Britpop fans desperately clinging to their youth was both hilarious and thrilling.
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"I doubt I'll ever see Pulp again. So, it was a bit special. This is my first time at Latitude and it is great - my knees are playing up a bit though with all the walking!"
But Latitude is not just for the middle-aged. Pals from school Samantha Dillon, 23, and Bex Riley, 24, from Lowestoft, have been to Latitude three times.
"It's just a great party," Bex said. "Even if the line-up is not the sort of stuff I love I will find something to dance to. The site is quite small but there is so much going on all the time.
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"We did watch Pulp last night and it was great - but afterwards we ended up dancing until about 3am at some other party. And then we carried on back at the tent. So, I am feeling it a bit so far today. I'm sure a few drinks will pick me up!"
But Saturday wasn’t all ‘the morning after the night before’.
Fresh from their support slot at Carrow Road for the Arctic Monkeys, The Mysterines kicked off the main stage to a small but dedicated pack of fans.
But it was another Britpop favourite who finally shook the life back into the woozy Latitude crowd. The Lightning Seeds prompted a mass singalong and if John from Yorkshire shut his eyes tight enough he will surely have felt he was back in glorious 1996.
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