In little over a week, the biggest festival in Wiltshire will bring musicians from around the world to the county for WOMAD.

An organiser has now explained the role the county plays in the four-day World Of Music Art and Dance festival.

The festival, started by Peter Gabriel of Genesis, is now in its 42nd year and spread over eight countries.

But Chris Smith, festival director, maintained: “It's one of the few truly independent festivals left in the country.

“We are a UK-owned that produces a unique experience that needs to be around the world.”

“But Wiltshire still feels like a special place to us - we call it the Mothership.”

WOMAD 2024: All the details ahead of Wiltshire festival

Previous editions have seen 40,000 attendees watching 150 artists representing about 50 countries over six stages - a lot for the nearest town, Malmesbury, with only 7,181 people in the last census.

But rather than overwhelming the local population, Chris said: “Local people are appreciative: we bring 40,000 to a very small community which boosts their money and incomes.

(Image: Garry Jones)

“People are very proud and excited to have it there.”

“One of the disadvantages of being a small community that hotels are hard to find. But you’ve got three good hotels in Swindon which we use.

“It brings a diverse community to Swindon. They enjoy their time there, many of them know each other through our shows so there is a sense of artists coming together.

“You will find them in the hotel reception jamming together. I think coming to a less commercially-driven festival like WOMAD is refreshing for artists.”

Chris explains that artists are invited back after their show for extra events, like a cooking demonstration from their respective culture.

Womad 2024: Dates, full line-up and ticket information

This means that artists tend to hang around their temporary Swindon home for longer than just a night.

(Image: Garry Jones)

The festival offers discounted tickets to local people, some of whom can walk to the festival, and is free for children.

“My experience is that WOMAD works better in smaller communities - it would not work as well in the middle of London”, says Chris.

“We're still got the biggest show Wiltshire has ever had. We've learned and grown together.”

This year will see progressive hip-hop trio Young Fathers, who are making their WOMAD debut, and Sampa the Great, regarded as one of southern Africa’s greatest hip-hop heroes.

With a week to go and preparation underway, Chris is hoping for sunshine from July 25 to 28.