Coachella Has Become a Hub for Subcultures

According to a new survey by Variety, more people now go to the Coachella Valley Music and Arts Festival primarily for something other than the music… although the music is always a welcome addition.

The Big Picture: As Coachella evolves into a mecca for entertainment, lifestyle, and culture, a prime brand placement at the festival could become just as valuable a launchpad for new products and experiences as it is for emerging musicians.

Between the Sets: Two informal polls by Variety found that, on average, 67% of Coachella festival-goers attend for the “experience,” not the “music.”

For example:

• Fashion now reigns supreme. Attendees meticulously plan fits, with aesthetics like countrycore, crochet, and 70s glam as highlights. Retailers put “Coachella” in product descriptions, and Bad Bunny and Adidas even debuted a collaborative sneaker last year at the fest.
• Brand activations are now a key part of the festival economy, with Heineken, Amex, and Neutrogena becoming key sponsors. The “art” part of the festival has also been mostly taken over by these brands putting together Instagrammable moments.
• Invite-only events inside and outside of the festival grounds have become their own draw, with Neon Carnival and Revolve becoming popular staples that mingle celebrities, influencers, and other industry insiders.
• Food is now becoming a major draw for attendees, too. This year, the fest is platforming over 75 different eateries, so no one’s going hungry… as long as they can afford the meals.

Encore: To demonstrate just how much Coachella has become about the vibes, one attendee told Variety, “I bought my tickets before I even knew the lineup.” Considering that admission tickets start at $599, that’s no small purchase.