UK budget hotel firm Travelodge is to put on a ‘sleep concert’ to try and “help some of the UK’s 22m sleep-deprived workers”, according to the company.

The free-of-charge concert, which aims to leave Britons snoring for more, will take place on Tuesday 20 July at 12.30pm at London City Road Travelodge. Guests will be supplied with pillows, duvets and eye masks to ensure the optimum slumber environment.

Leigh McCarron, Travelodge sleep director (for there is such a post), said: “Sleep Concerts have been a great success in Japan, where sleep-deprived workers will happily pay £50 for the privilege of nodding off to a live music performance, so that they can get some much needed shut eye.”

Can’t imagine Madonna or the Black Eyed Peas being too chuffed if the whole audience nodded off during their performances. Or maybe they do…