Coachella 2024 is Shaping the Future of Music Festivals and Marketing
Written by: Ashley Chen
Coachella 2024 has finally arrived! Located in Indigo, California, this festival is not only known for its stellar performances, but also its beacon for music, fashion, and art from around the world. This year’s lineup features Lana Del Ray, Tyler, The Creator, and Doja Cat as the headliners, No Doubt having their reunion performance, and over 150 artists performing across six stages. In addition to the star-studded lineup during the festival itself, there are countless parties and events in between sets and after hours where fans can enjoy even more action.
Coachella has become a stomping ground for many social media creators and A-list celebrities. Some celebrities in attendance this year include Alix Earle, Billie Eilish, Charli D’Amelio, Justin Bieber, Kesha, Olivia Rodrigo, Paris Hilton, Taylor Swift, Travis Kelce and more. Most of the time these celebrities do not announce their appearance, which is where the media comes into play. These celebrities are not just attendees, but pivotal elements of the festival’s marketing strategies that attract fans, paparazzi, and media coverage.
Social media platforms like Instagram, TikTok, and X (formerly known as Twitter) play a crucial role in amplifying the festival’s reach and appeal across different demographics. Influencers act as brand ambassadors, sharing their festival experiences from their outfit choices to the behind-the-scenes performances creating a buzz that transcends the event itself. People from home can watch through the lenses of their favorite creators.
Coachella’s marketing strategy extends beyond traditional advertising, allowing brands to create immersive experiences with festival concertgoers. Brands host and invite celebrities and content creators to Coachella every year, which allows them to leverage their influence to reach a wider audience by exposing the brand to their followers and increasing brand awareness and visibility. The engagement with the brand’s offerings creates a sense of authenticity and credibility that can benefit their image.
Poppi, a popular prebiotic soda brand known for its bright branding and health-conscious formulations, has received a surge in popularity in the last year and just launched its new Lemon-Lime flavor. For Coachella 2024, Poppi chose to go a different route to differentiate themselves and focused on one creator, which hasn't been done before. They set up a villa that was decorated in a detailed lemon-lime theme to promote their new flavor, and invited Alix Earle and all her friends to stay, calling it “CoachEARLEa”. Over the weekend, Poppi was able to establish their presence through social media content. With Alix’s high follower engagement, she was able to create exposure for the brand, but also build trust with consumers to increase sales.
By embracing innovative brand partnerships, influencer collaborations, and social media engagement tactics, Coachella 2024 sets the stage for an unforgettable festival experience. Coachella is more than just a music festival; it remains at the forefront of cultural innovation to create lasting memories and shape the future of industry standards and global trends.