During summer in the UK, almost every week there is a music festival somewhere in the country.
Highlights include kicking off the summer with Radio 1's Big Weekend in May, reigning Glastonbury in June, Latitude in July and the Reading and Leeds Festival in August.
It could be said that British music lovers are spoiled for choice.
In some parts of the world, you don't get to dance with your friends in a field while holding a lukewarm beer, dealing with dry shampoo, bad phone signal and chants of "Oggy, oggy, oggy, oi, oi, oi".
That's where Dua Lipa and her father Dukajin want to change things, launching the Sunny Hill Festival in the family's hometown of Pristina, Kosovo - a part of the world where few international acts tour.
"I want to change people's perception of Kosovo and the fact that there is a war going on there," Dua explained earlier this year.
"When I lived in Kosovo, none of the artists I wanted to see came there."
Dua was born in the UK but moved to Pristina as a child after Kosovo's war for independence from Serbia in the late 1990s left more than 10,000 dead.
It declared it in 2008, although some countries, including Serbia, refuse to recognize it.
"Rebuilding the state took more years than we wanted," says Dukajin.
He says he "always dreamed" of having something like Sunny Hill in Pristina, having worked in the live music event industry for years before Dua became an international pop star.
In 2018, 10 years after the declaration of independence of Kosovo, Sunny Hill was launched with the participation of Dua, and tens of thousands of people celebrated the great success of one of them.
But then it was harder to convince other global acts to play and the following year the New Rules star turned to friends Miley Cyrus and Calvin Harris to headline the programme, both performing for the first time at the region.
This changed the way the festival was perceived by other artists and their management teams.
"We're really much stronger when it comes to the line-up," Dukajin told BBC News.
"When I talk to artists about coming in, I say, 'Look, you might not have the tequila you want on your rider, but trust me, you're going to have the best sound equipment money can buy.'" According to his latest around 40% of visitors are from outside Kosovo, noting that this will be heavily influenced by the country's diaspora, as those with family ties here bring friends with them.
Some have traveled as far as Chicago in the US to see acts such as Bebe Rexha, Burna Boy, Stormzy and DJ Snake headline the main stage last weekend.
Groove Armada, Black Coffee and Griff also took part in the program.
Kosovo is believed to have the youngest population in Europe, as more than half of it is under the age of 30. | BGNES
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