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New London - I AM Festival is now up and rocking on three stages.
At Parade Plaza, Mystic trio Anderson Family Council offered up tasty waves of surf-rock which included a zippy cover of the Beatles' "Please Please Me."
Acoustic singer songer James Maple got things going at the Telegraph stage around 2 p.m. and the hard-rocking Bedroom Rehab Corporation kickstarted the Hygienic Art Park Stage.
The seventh edition of the free-of-charge indie music festival will eventually sprawl over five stages and features food and retail vendors on a partially closed off State Street.
The daytime action will be at the main stage at Parade Plaza and secondary stages at Hygienic Art Park and the Telegraph record shop on Green Street.
The music will continue throughout the day until 11 p.m. and then continue until bar closing time at 2 a.m. at Oasis Pub and 33 Golden Street.
Early arrivals got a surprise treat as headliners Death ran through a song or two in blistering fashion during their soundcheck, which bodes extremely well for their 10 p.m. slot on the Parade.
Most of the expected 29 vendors, including two food trucks are in place along State Street.
Adam Lodynsky and Jaimee Dormer of Coast to Coast Vintage clothes pulled up in their mobile store, a converted 1976 Serro Scotty trailer filled with '80s and '90s duds.
"We're both from Connecticut so to come here is great," Lodynsky said. They've been traveling around the South for most the summer and this is their first stop in the Nutmeg State.
With all three daytime stages up and running, music fans have started traversing Bank Street between the venues.
Ann Marie Luciano of Mystic came to I AM Festival by accident when she popped into downtown New London for a coffee.
She then grabbed her hula hoop and began dancing to the music.
"I keep it in the car just in case," Luciano said.