There has been a shift within the festival industry in recent years, says British festival promoter Melvin Benn. According to Benn, who won a Lifetime Achievement Award during this year's European Festival Awards, visitors are increasingly looking for good live music and a collective experience. This is precisely what a festival can offer them. "When I first started going to festivals the audience didn't count, it was just about the bands. Now we're hugely focused on our festival goers. Festivals have become better and better and as a result more people have gone to them.