Open-air, green-field, music festivals have become a live music activity in their own right, and this chapter examines them in detail. Artists rely on festivals as an income stream and as a marketing opportunity. So much planning of an emerging artist’s career revolves around festival performances, judging each festival appearance as a stepping-stone to the next level of audience engagement. At the same time, there are an ever-increasing number of new music festivals. Accusations that the festival market is over-saturated do not deter new entrants, and there is certainly enough artist talent to fill all the time slots at these new festivals.