And, as country music has started to hit mainstream radio, organisers are expecting a different crowd at the 20^th festival this year.

"We've got about 10 Golden Guitar winners here this weekend," Tamworth Regional Council country music coordinator Cheryl Brown said.

"It's for young and it's for old, not just the retired people who drive around in their caravans.

"There's a lot of young people who are catered for with artists who are ready to party and to help you party."

Big names in the industry Brad Butcher and Felicity Urquhart have chosen to launch their new music in Tamworth during the four-day festival.

It's a nod to the city's reputation as the country music capital, with Toyota Star Maker winner Blake O'Connor headed back to town since he took home first place in January.

The intimate event will also see Brad Cox back in town as well as homegrown golden girls Aleyce Simmonds and Ashleigh Dallas, who missed the big festival to welcome baby Harriet to her family.

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And, the Cowboy Crawl will be back to take punters to a number of venues across town on the Saturday night.

Who doesn't like to snuggle up with a red wine or hot coffee and enjoy some beautiful music, Ms Brown said.

"It's much smaller than January but we look forward to about 5000 people here," she said.

"It's a great mid-year boost."

The festival is on July 11 to 14.

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