'Hello Tunbridge Wells!' Why uncool small festivals are big business

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Forget Glastonbury and Reading. There’s a whole world of more modest shindigs that attract loyal followings – and give a lifeline to faded bands

On a sweltering summer Saturday, Anna Davies sits on a bench in the shade at Black Deer festival, near Tunbridge Wells in Kent. She is part of a group of friends who have come down from Cheshire with their young children. “Back in the day, we used to go to Reading and Glastonbury,” she says. “This is the kids’ first festival. She loves music” – she gestures to her five-year-old daughter, Molly, tucking into a portion of chips – “so this felt like the right kind of thing.

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Yes. Yes. Yes.

Mass stupidity

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