Man dies at Vic Rainbow Serpent festival

A man has died at the Rainbow Serpent dance festival Victoria's northwest.

Paramedics were called to the festival in Lexton at 10.15pm on Saturday night but the man was already dead, police said.

His death is not believed to be suspicious and police are preparing a report for the coroner.

Rainbow Serpent organiser Tim Harvey issued a statement offering condolences to the man's family and friends.

"We will continue to co-operate with authorities to determine exactly what happened in this situation," Mr Harvey said.

It's the second death at the event in past five years.