The UK Festival Awards was launched in 2004 and is a key staple of the live music and festival industry calendar and sell-out event. Its mission is twofold: to provide a platform to highlight the spectacular achievements of the festival sector and empower festival-goers to shape the continuing standard of the marketplace. The Festival Awards Conference was first developed in 2008 following huge demand from the industry, and has established itself as a crucial business information tool and open forum for the sector, celebrated by leading promoters, festival directors and agents as an integral part of the business. The European Festival Awards were established in 2009, in co-operation with Yourope (the European Festival Association) in response to the wishes of continental promoters keen for similar representation and take place on the opening night of Eurosonic Noorderslag in Holland. All three events are owned by Festival Awards Ltd.