Performing on the Lake Stage on a gloriously sunny afternoon is Oxford based new artist Cameron A G. Debuting his first track on Annie Mac's BBC Radio One show at the end of 2015, he went on to receive the "Hottest Track in the World" - something often reserved for far more prominent artists
It's easy to understand why he did get it though. In March he launched his debut EP, Way Back Home, and his 30 minute set at Latitude only served to further showcase his talent as a multi-instrumentalist.
Having not heard of him or his music, I was ready to walk on by to the Obelisk stage, but he came on just as I was passing, and I was caught.
His delicate, mellow vocals lull you into calmness, and the instruments complimented his voice, rather than competed with it, and both were beautifully subtle.
I've embedded one of his tracks below. Close your eyes when you listen to it and try to tell me you can't imagine it on a John Lewis christmas advert. It fits perfectly. That's the type of musician we are dealing with here, and it's great.
Cameron has a similar sound instrumentally to maybe Keane of Coldplay, but the vocals, while touching on falsetto in pitch, is often layered with effects which gives it an almost metallic, megaphone element to it. It's not as prominent in his live performance though, which is no bad thing. He should have faith in his raw ability.
Definitely one to keep an eye out for in the future.