But truth be told, despite the science, poetry and pink-coloured sheep on show, we're very much here for the bands; especially with the world-beating likes of Bon Iver, Elbow and M83 present to help us forget the yucky weather.
Friday's first highlight, Brooklyn post-rockers The Antlers, pack in a decent crowd for a tight set in The Word Arena. Their dreamy, thoughtful indie shtick - the kind Band of Horses are now running to stardom with - comes off big time, even if it is about as pretentious as the ostrich burger van nearby.
Howler pick things up with a feisty performance in the forest (yes, an actual forest). Like The Drums but even more hipster, the band's solid surf-rock has the kids moshing away without a worry in sight. Well, least until they threaten to attempt a Jedward cover…
The fast-rising Alt-J go all soppy addressing "the best reception we've ever had". They've done a damn fine job in turning people away from close-by 2012 darling Lana Del Rey, as their sort-of folk-step goes down an absolute storm. That main stage ain't far off for Alt-J.
[Left: Alt-J / Right: Howler]
It's big-ol' Grammy-winning folk supremos Bon Iver who close the first day's proceedings in The Obelisk Arena. Leader Justin Vernon is accompanied by a full-on band for a simply exceptional run-through of their back catalogue. Numbers like 'The Wolves (Act I and II)' may be subtle on record, but here just come alive, all flashing lights and cranked-up strings. Awesome.
We're back in the forest on Saturday for a debut festival performance from Splashh, one of the best new acts in indie who've a mission to restore the fuzzy alt.rock that the Pixies once founded. Things later turn soulful for Lianne La Havas and her purpley-blue guitar; we're lucky enough to have made it inside the tent for this stunning set. Boy, what a voice.
Michael Kiwanuka's reflective chill songs work well against the rain currently drenching those over at the main stage. He also dishes up a cover of Jimi Hendrix's 'Waterfall'; ballsy yet convincing. The Queen of Folk herself, Laura Marling, draws the biggest audience of the fest so far…
[Left: Bon Iver / Right: Laura Marling]
'I Speak Because I Can's haunting harmony feels so epic, it even brings the sun out; Marling up here is like an emperor addressing her people. Next time surely she'll headline, but tonight that privilege goes to Elbow. The Greater Manchester five-piece may never get to top Glasto's Pyramid Stage, so Latitude will do instead.
Watch Of Monsters and Men perform at Latitude Festival for Right Guard's Off Guard gigs below:
The soft-rock masters parade a big-ass glitterball and some dazing fireworks, plus copy the Coldplay route of gathering in amongst the crowd halfway through. 'The Bones of You' and 'Lippy Kids' sound as if they were built for this moment… we need a tissue.
Sunday comes and first to Alabama Shakes. Their punky blues is sweet and everything, it's just all a bit bland; don't believe the hype. French electropoppers M83 strut hits 'Midnight City' and 'Teen Angst' to heroic effect, although we can't help but feel this packed-out tent would have been more up for such bouncy ambience two days previous.
[Left: Elbow / Right: Ben Howard]
"Is that Ed Sheeran?" we overhear one clueless bloke ask his mate just as Ben Howard takes to the main stage. One minute in to the earnest, gorgeous 'Black Flies' and that offensive query is well and truly answered. Ben can't quite believe he's made it up here, declaring: "Jesus, this is the biggest gig of my life." Awww.
A top set is concluded with an amped-up version of 'Only Love', and it doesn't half triumph. "Thanks a lot for having us, Latitude," Ben smiles. "It's been incredible." Our sentiments exactly.
Photo gallery - Latitude Festival 2012:
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