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Oxegen 2011 - The Electric Ballroom

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ATL | 17:24 UK time, Sunday, 10 July 2011

The Electric Ballroom, All weekend

Describe in a Tweet: Mutton dressed as a beautiful show-lamb.

What happened: A transformation. If you've never been to Oxegen, the 'dance tent' is actually an enormous yellow hanger in the corner of the site. An 'all or nothing' type of place, you were either in or out, clinging onto your mates for dear life, covered in sweat and gradually sans-mind or...vaguely intimidated and looking for the exit.

This year, it's literally unrecognizable, with the sponsors doing an incredible job of branding the entire building.  A quarter of a million (or so rumour has it) was spent on an enormous canvas that suddenly gave us a wonderfully gothic, greying ballroom. It looked real. Inside is full of chandeliers, a cocktail bar and a huge visual frame for the DJ.

Crazy In Love: Our occasional visits were rewarded with Sven Vath's faintly ridiculous visual show (basically various loops of him posing and pouting), Bloody Beetroots slaying 'Warp 1.9' as a three-piece band and our very own Psycatron dropping The Chemical Brothers, Depeche Mode and LCD Soundsystem (as well as a load of their own productions) to a faithful crowd that doubles before our eyes.

Why Don't You Love Me: Like most of the site, the Electric Ballroom is noticeably quiet. Possibly moreso than anywhere else, with the likes of Deadmau5 and Calvin Harris stealing it's potential crowd. Uncle Sven DJ'd to around 300 people on Friday night.

Oxegen rating: 9/10, for that branding alone.

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