Do not be fooled by the name, its renown extends far beyond its geographical namesake. Drop the name of the three-day Biddinghuizen festival and one will see eyes full of recognition and hear memories of first-time concerts, life-long friendships and all-night campsite adventures. For its 2017 edition, Lowlands has secured headline after headline: Mumford and Sons, Flume, Michael Kiwanuka, Moderat, the XX and rock legend Iggy Pop to name a mere few. Discover Benelux spoke to festival director Eric van Eerdenburg about how it all began, Lowlands as a matchmaker, and the new generations of so-called ‘Lowlanders’.