Don't get why these fests jump right to Underworld and Ballroom rather than start smaller at The Dome/Boston Arms which is only up the road.
Book a band who are a rarity but not all that expensive, chuck in a 3/4 similar bands and a ton of bands who'll play for peanuts and hey presto, you have yourself a day festival in London
Incineration fest was at the Dome for a few years, tbh it's far better and more fun in Camden with the different venues. Incineration has a captive audience now and can sell out, these 2 new fests are definitely taking a big risk starting big.
Although you could accuse Incineration fest of following the format above, this fest does seem to be booking far more unique bands who rarely play the UK, I doubt that's gonna be enough to get people to fork out the huge ticket price, but the bands announced so far definitely aren't the usual suspects that always play London.
Oh and they just announced Endezzma today.... no, I've never heard of them neither. I assume they're banking on the lots of people coming from far away and other countries, like a UK version of Inferno fest or something, we'll if so they need the announcements need to improve!