One of the biggest challenges music promoters faced in 2012 was customers who became increasingly difficult to please - says John Probyn, CEO of Live Nation UK.
Probyn said the last 25 years has seen a big shift in the demands of music lovers. Speaking to the Guardian he explained: "The public are much pickier than they used to be. Fans now expect spectacular shows, with good quality sound and great entertainment – they are looking for that wow factor.
"We've had people getting in touch to complain that it rained at an outdoor event. One group of girls got in touch because they were unhappy about standing on grass because they were wearing high heels that sunk into the ground, but, you know, this is a customer-driven industry and the customer is always right."
Speaking on Live Nation's large stakehold in the live industry, Probyn dismissed the suggestion that the company had become too big, adding that greater control of the market enabled them to reduce ticket prices, artist fees and drinks prices and give a better deal for its customers.
"All promoters are seen as the big bad wolf and we are the biggest and it is really simple to aim at the largest target. I'd like to be bigger, I'd like to have more control," he said.
Probyn will receive a lifetime achievement award at the UK Festival awards today.