‘We wanted to do something a bit different’: the rise of niche concept festivals

East London will play host to the inaugural edition of a “mindful” festival focused on quieter music this summer, with the new event being the latest example of novel concept festivals entering the market as traditional large events face headwinds.

As its name suggests, Hush Festival is dedicated to unplugged, acoustic, or otherwise “quieter” musical acts. Peter Cassidy, co-founder of Hush, told IQ the inaugural event hopes to show that niche-themed festivals can draw in fans and redefine how a smaller…

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