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We wanted Cardiff to have its own event, something similar (but smaller, naturally) to South by South West. Me and John Rostron, a Cardiff music promoter, knew Cardiff, its venues and promoters would all sit together brilliantly, and so we started Swn off our own backs in 2007. We wanted to showcase Cardiff, its music, venues and people, some of the finest you'll ever meet. Living in the city, Cardiff was getting a rep for being home of stag dos and major boozing, which happens in most UK cities of course. But we knew Cardiff's thirst for new music was on all year long, and figured an event like Swn would showcase the creativity, the community and the scene in Cardiff, bringing in bands from across Wales, the UK and international bands.

What does the festival aim to achieve?

We want Cardiff and Wales to become the focus of the music world during the weekend. We aim to provide a handpicked line up (chosen by us, but mostly by the promoters, venues, partners, from Steve Lamacq and NME to Barely Regal and Rusty Trombone of God), that thrills audiences that pay to come to Swn. We aim to create opportunities for those playing, for those involved with the artists too.

How would you describe the festival to someone who’s never been before?

Cardiff's a fairly small city, easy to get from venue to venue, and a really arm place to watch music. In terms of friendliness that is, not weather wise. It'll probably be pretty cold.

How has it changed since it started 4 years ago?

It has grown a little every year, but we're pleased that it has remained focus on new artists, on celebrating a variety of scenes, and although it has grown it still remains a decent size. It's not too big to get overwhelmed by, although there is a lot of good stuff on. Support from PRS FOr Music and this year the Major Events Department in the Welsh Assembly has really benefitted us, in terms of telling people about the festival and the support, five years in.

What is it that makes Welsh music so special to you?

It's hard to describe what Welsh music is. You support bands that are local to you, that's natural. If they sing in a language you speak, that's special to you also. But we don’t go around only listening to Welsh music! But we are naturally interested in music being made in Wales, of course, and that support is a major part of what Swn Festival is all about.

Do you think it’s more difficult for Welsh bands to get noticed compared to bands from cities like London or Manchester?

There's just more bands from London, and so the hit rate will be bigger, naturally. I don’t think there's point to compare London to anywhere else in the UK really, it's a beast of its own with so much going on and a lot of opportunities.

Are there any Welsh language bands that you think people should listen to?

Yes; Jen Jeniro. Sen Segur. Yr Ods. Colorama.

Are there any bands on this year’s line-up that you’re particularly looking forward to?

So many! I want to see Sen Segur, Niki and the Dove, Stay +, Town, Gross Magic. And loads more! I'll be running round seeing as much as possible.

What has been your personal highlight of the festival’s history so far?

The first year of Swn, when we'd pulled it off, that was amazing. We honestly had no idea if it was going to work, so when it was over I couldn't believe it. Watching Euros Childs play a venue called Reardon Smith theatre, which doesn't normally put on gigs, was very special too.

Have you got any plans for the long-term future of the festival?

I'd love to carry it on for the next five years. There is so much more we'd love to put on the bill every year, but we are wary of growing it too big too soon. We take it and mould it as we go along, so who knows what Swn in 2016 will be like.