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Balloon is a literature and music event based, currently, in Cardiff. Having been involved in the music and literature scenes in Cardiff for some years now, it became clear to us that the regular crowd that came out in support of local musicians didn’t come out in support of local writers, despite many having a self-professed love of literature and Cardiff having a great deal of excellent literature events already running. With Balloon, we want to coax this audience into the fold by putting on events usually reserved for music venues and having musicians and DJs play at the same events as our readers. We endeavour to make sure that each of our events showcases at least one Welsh-based writer so that this loyal, gig-going crowd has a chance to get behind local literature talent in the same fashion they have the local music scene and, hopefully, branch out to attending other literature events as well. Mostly we want to keep our events varied and fun.