Legendary rockers The Who are the first winners of the Freddie Mercury Lifetime Achievement Award. Surviving members Roger Daltrey and Pete Townshend will pick up the honour at the new Vodafone Live Music Awards in London next month (OCT06). The award was voted for by executives from all the major British record labels. It has been set up to honour the late Queen frontman FREDDIE MERCURY, who died in 1991. A spokesman says, "Freddie would surely have approved of this. He loved nothing more than the sound of a guitar being played with passion and skill."