Loop’s website shows images of people wearing their devices in casual, fun settings, and the brand has also collaborated with festivals such as Coachella and Tomorrowland.

Alpine CEO Arthur van Keeken says their ear-plugs have been popular with “younger, urban people” – exactly the audience for these types of events.

He believes they are more conscious of looking after their hearing, and wants a future where music fans view ear protection in the same way skiers see helmets.

The British Association of Audiologists – healthcare experts who specialise in diagnosing and treating ear problems – say hearing loss is one of the most common disabilities.

According to the Royal National Institute for Deaf People (RNID), it affects about one in three UK adults.

The charity’s audiology manager Franki Oliver says that, under a microscope, the sound-sensing cells in our ears and the tiny hairs growing out of them resemble a patch of grass at a festival.

“The first day, the grass looks absolutely beautiful,” she says. “Nice and green.”

“After the first couple of days, it’s OK. But at the end of the weekend it’s looking pretty dead and it’s probably not coming back.

“The same thing is happening with our ears when we expose them to loud noises”.

Oliver says it’s a good thing that ear-plugs are increasingly seen as an “accessory to a night out, rather than something you have to use”.

But, like our ears, they are not all created equal.