Norfolk Showground is more used to countryside activities — but this weekend it will again be the site for some altogether more urban sights and sounds.
Some of the biggest names in pop and urban music will be taking to the stage for the Sundown Festival, a three-day festival that is bigger than ever this year having been expanded to cover three stages, with the second and third stages set to be hosted by names from the dance and club worlds.
Now in its sixth year, organisers have once again assembled a genuinely impressive line-up of talent that reads like a who's who of recent chart toppers, including headline sets from the returning duo Chase & Status on Saturday and dreamboat US R&B-pop sensation Jason Derulo on Sunday.
Chase & Status will be joined on the Saturday main stage by Grammy Award winner Jess Glynne, 'Bonkers' hitmaker Dizzee Rascal and grime stars Kano.
On Sunday, Years & Years are performing, along with Fleur East who has become a household name since competing on X-Factor and releasing one of the biggest tracks of 2015 in Sax. They will also be joined by UK hip-hop duo and chart superstars Krept and Konan.
Norwich's own Sigala and Stooshe will also be on the main stage line-up, together with Kiko Bun, BRIT nominees Stooshe and chart-topping pop starlet Becky Hill who first came to the public's attention on The Voice.
Others taking to the stage will be Anne Marie and Ms Dyanmite. Having topped MTV's Brand New list, Anne Marie has made a name for herself supporting acts including British drum and bass band Rudimental. Ms Dynamite is best known for her 2002 hit Dy-Na-Mi-Tee.
This year Sundown is also partnering with some of the finest brands in dance music with Defected, UKF, Ministry Of Sound and Drum & Bass Arena all hosting stages throughout the weekend. Joining them on the stage include British DJ duo Blonde, garage legend Artful Dodger, drum and bass pioneer Goldie and breakbeat legend DJ Zinc.
More than 40,000 people from across the region and beyond — including thousands of youngsters from Norwich, who perhaps still can't quite believe its happening again, right on their doorstep — are expected to descend on the Showground, topping the number who attended last year.
A festival spokesman said: 'Sundown has enjoyed incredible success in quickly establishing itself as one of the UK's best live music events to end the summer season.
'With our unique mixed offering of the top urban, pop and dance acts, Sundown caters for a massive range of tastes in the music spectrum, bringing together a diverse music audience for one huge weekend.
'Last year was the biggest yet. We had people coming from Scotland, Birmingham and Wales, all over the country. The word has definitely spread about Sundown. It's the festival-goers that make it such a fantastic experience. They play a big part in creating the amazing atmosphere.'
Sundown Festival takes place at Norfolk Showground, September 2-4, £110 (weekend camping), £75 (weekend), £40 (day tickets) and can be purchased via the website and take a look at our handy guide before you go!
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