Changes

By the late 1960s, Rock bands and promoters began to organize their own music festivals. One of Perhaps the first formal and well known dedicated festival to Rock was the Monterey Pop Festival in 1967, which featured the Who and brought that band to the attention of American audiences. Another early festival was the Isle of Wight festival, in 1968, which started as an event with about 10,000 people and featured Jefferson Airplane, Pretty Things, and Arthur Brown among its performers. By 1970, the festival grew to bring in more than 600,000 people, showing the popularity of music festivals to organizers and causing many others to begin to imitate these events where multiple, often well-known bands would come and perform.  What perhaps put music festivals on the map and made Rock music festivals known to many Americans and Europeans was Woodstock in 1969, which featured many well-known bands and artists, including the Who and Jimi Hendrix, and drew hundreds of thousands of people, making it the first large-scale Rock music festival. It was billed as "three days of love and peace," making the ultimate symbol of the 1960s counter-culture movement. Interestingly, the festival almost never happened, as the governor of New York, Nelson Rockerfeller, threatened to send in the National Guard to stop the festival from taking place, where many of the locals in upstate New York did not feel it was appropriate to have such an event. In 1970, a documentary with the same name as the festival was released, which further popularized the event and encapsulated to many Americans what the late 1960s and early 1970s Rock culture represented.