The event was due to be held in Wales next month.

The first ever Safe As Milk Festival has been cancelled due to low ticket sales.

Due to be held at Pontins in Prestatyn, Wales over April 21-23, the event had performances booked from artists including Jeff Mills & Tony Allen, Actress, Demdike Stare, Karen Gwyer, Princess Nokia and Dopplereffekt.

According to a statement on its website, the company has ceased trading and the directors have taken the first steps to place the company into liquidation.

“We are very sorry to announce that we have had to take the decision to cancel Safe As Milk Festival,” the organizers said.

“Despite the widespread excitement about the event, we’re sorry to report that ticket sales have not reached a level to make the event viable so, despite our best efforts, we have no other option but to cancel.

“We would like to apologise to all the customers, artists, partners and suppliers that have been let down by this situation. We felt we should take this decision now in the hope of minimizing inconvenience to all involved.

“We would also like to thank the many people that have worked with us on trying to make Safe As Milk happen and the many of you that have shown such enthusiasm for the festival.”

Festival organizers recommend ticket holders that used a credit or debit card to pay contact their card issuer to make a refund claim. Those who paid by another method should make their claim to Safe As Milk via the website.

The format – a three-day event held at a British holiday camp – had echoes of ATP Festival, which also went into administration after a number of events were cancelled due to low ticket sales.

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