In this dog-eat-dog modern world, where festival season starts in March and each weekend brings with it enough competing entertainment options to flummox the most seasoned of punters, you have to have something to make your event stand out.
No longer is it enough to offer an array of vegan food options or a bit of performance art on the side. Now, the 2k18 festival goer wants something more. Something truly special.
Kudos then to Bestival, who have announced the USP to end all USPs in the form of the most magical four words of them all: East 17’s Christmas Party.
Taking us back to the halcyon days of 1994, their set at this year's Bestival is bound to be a giddy mirage of white puffa jackets, snow machines, questionable patterns shaved in eyebrows and maybe the odd jacket potato held aloft. All soundtracked by the mournful croon of ‘Stay Another Day’.
Oh: Bestival have also announced a really solid line-up on top of the Walthamstow lads. MIA and London Grammar are headlining (with another name still to come). Jorja Smith headlines the Big Top on Thursday, while Grace Jones, Chaka Khan, Thundercat, Kelela and IAMDDB are playing over the August weekend.
Stay now... and scroll through the full line-up:
Grace Jones / Plan B / Chaka Khan / Mura Masa / Sundara Karma / Thundercat / Jimmy Cliff/ David Rodigan & The Outlook Orchestra / Stefflon Don.
Django Django / Kelela / IAMDDB / Mike Skinner & Murkage pres. Tonga/ Mabel / Not3s / Kojo Funds / Charlotte de Witte / Agoria (Live) / Ghetts/ Mr Jukes / Casisdead / Lotto Boyzz / Sink the Pink / Phil Taggart pres. Slacker: Ratboy, Shame, Superfood, Black Honey, Confidence Man, Touts & whenyoung / We Are Scientists / Nilüfer Yanya.
Rudimental (DJ Set) / Bicep (DJ Set) / Amelie Lens / Solardo / Denis Sulta / Mall Grab/ Honey Dijon / Artwork / Camelphat.
Goldie pres. Metalheadz / Rodigan pres. Ram Jam / Ram Records / The 2 Bears/ Billy Daniel Bunter & Raindance / Rob da Bank / Radar Radio / FooR.
HMS Bestival AKA The Port
Faithless (DJ set) / East 17’s Christmas Party / Jaguar Skillz / Chali 2na & Krafty Kuts/ So Solid Crew, Wookie & Matt Jam Lamont.
Phew. Keep up to date with all the hot festival news at Time Out London Music.