Once a year deep in the Suffolk countryside something rather bizarre happens.
What is normally a peaceful corner of the beautiful east of England, favoured by the second homers and folks who have retired to the sea, suddenly becomes a rave.
And, if you're lucky, the sun shines. Thankfully this year it did.
It is 18 years since the first crowds gathered in Henham Park, near Southwold, for Latitude.
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But don't think the festival is growing up - if anything it is still in the first throws of youth and wild abandon.
Before it all kicked off on Friday there were some dissenters: "The line up is a bit thin ... Where is the wow act?"
Those people have clearly never been to Latitude.
The line-up is important - but it is not the main reason people part with their hard-earned cash for a weekend in the countryside.
This is not your average music festival. In fact, many people don't really care about what is happening on the main stages.
Millie Bright, 27, from King's Lynn, has been visiting since 2019. She said: "On Friday we didn't watch one band. We just chilled out in the sun and then spent some time in the comedy tent.
READ MORE: Yoga, dancing and relaxing in the sun - review of Saturday at Latitude 2024
"The vibe is very laid back and everyone is friendly - people look out for each other and there are lots of smiles."
Her pal Keiran Townsend agreed: "I loved Kasabian on Friday and Orbital on Saturday. But the main thing is the atmosphere.
"There is always something happening - but I love just sitting around with my mates and watching the world go by."
The UK music festival market is packed, from the world-famous Glastonbury to smaller, more niche events.
Happily for the east of England, Latitude has found its place among the throng. Here is to the next 18 years.
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