The concept caught fire and spread quickly as rock festivals took on a unique identity and attracted significant media attention around the world. By 1969, promoters were staging dozens of them. According to Bill Mankin, in their dawning age rock festivals were important socio-cultural milestones: "… it would not be an exaggeration to say that, over a few short years, rock festivals played a unique, significant – and underappreciated – role in fueling the countercultural shift that swept not only America but many other countries the 1960s. It seems fitting… that one of the most enduring labels for the entire generation of that era was derived from a rock festival: the ‘Woodstock Generation’."