{"id":6526,"date":"2024-04-24T11:55:38","date_gmt":"2024-04-24T11:55:38","guid":{"rendered":"https:\/\/goatagency.com\/?p=6526"},"modified":"2024-04-26T15:36:49","modified_gmt":"2024-04-26T15:36:49","slug":"coachella-2024","status":"publish","type":"post","link":"https:\/\/goatagency.com\/blog\/influencer-marketing\/coachella-2024\/","title":{"rendered":"The Coachella Revival: Impact of Influencer Marketing on Coachella"},"content":{"rendered":"\n

Coachella is changing. In the lead up to this year\u2019s festival, slow ticket sales<\/a> and noticeably less festival-themed content on social media had many worried that it could be losing its grip on pop culture. <\/p>\n\n\n\n

But as Coachella wraps up, the headlines paint a picture of free-spirited festivities, celebrities enjoying themselves, and scaled back influencer collaborations. <\/p>\n\n\n\n

So, what happened at Coachella 2024 to swing the narrative?<\/p>\n\n\n\n

Let\u2019s find out.<\/p>\n\n\n\n

Contents<\/h2>\n\n\n\n

How Coachella became a cultural phenomenon<\/a><\/strong><\/p>\n\n\n\n

The Influencer Olympics; How influencer marketing revolutionized Coachella <\/a><\/strong><\/p>\n\n\n\n

Has Coachella become less about music, more about social media?<\/a><\/strong><\/p>\n\n\n\n

Coachella\u2019s 2024 Resurgence <\/a><\/strong><\/p>\n\n\n\n

Some of the best brand and influencer activations at Coachella 2024<\/a><\/strong><\/p>\n\n\n\n

Why was Coachella 2024 different and what brands can learn?<\/a><\/strong><\/p>\n\n\n\n

\"The<\/figure>\n\n\n\n

How Coachella became a cultural phenomenon<\/strong><\/h2>\n\n\n\n

The history of influencers and Coachella intertwines with the rise of social media and the transformation of music festivals into cultural phenomena. Coachella Valley Music and Arts Festival, commonly referred to as Coachella, stands out as the most prominent, attracting festival goers and brands from all corners of the world. <\/p>\n\n\n\n

In its early years, the festival primarily attracted music enthusiasts and industry professionals. However, with the advent of social media platforms, Coachella began to gain significant attention beyond the music itself. Influencers played a crucial role in this transformation.<\/p>\n\n\n\n

As social platforms increasingly took over our attention spans during the 2010s, influencers started attending Coachella and sharing their experiences with followers. They posted photos and videos showcasing their festival outfits, the performances they attended, and the overall atmosphere of the event. These posts generated a considerable amount of buzz and contributed to Coachella’s growing reputation as a cultural event where fashion, music, and celebrity converge.<\/p>\n\n\n\n

The Influencer Olympics; How influencer marketing revolutionized Coachella <\/strong><\/h2>\n\n\n\n

Over the years, Coachella has become not only a music festival but also a hub for influencer marketing and brand activations. Companies recognize the opportunity to reach a highly engaged audience through influencer partnerships and experiential marketing at the festival. As a result, Coachella has become synonymous with influencer culture, with many influencers and celebrities attending the event each year and sharing their experiences across their respective channels. <\/p>\n\n\n\n

Social media also had a major impact on Coachella\u2019s growth. Influencer culture and “festival fashion” is now synonymous with the event. As content creators and celebrities began attending Coachella in droves, what they wore nearly overshadowed what was happening on stage. High School Musical actress, Vanessa Hudgens has been crowned \u201cThe Queen of Coachella\u201d<\/a>, the Kardashians are regulars<\/a>, and there\u2019s even been plenty of influencer drama taking place at the festival (see James Charles\u2019s list of controversies<\/a>). <\/p>\n\n\n\n

Brands began leveraging Coachella as a pivotal part of their business strategies as early as 2015. Among the first were fashion outlet H&M, who partnered with Coachella organizers to launch #HMLovesCoachella, a clothing collection that captured the boho (free-spirited) aesthetic the festival is known for. H&M also hosted a pop-up shop at the 2016 festival where attendees could purchase the clothes on-site.<\/p>\n\n\n\n

Fast forward eight years, Coachella is now one of the key dates in brand marketers calendars, up there with the Super Bowl, Black Friday and Fashion Week season (oh and let\u2019s not forget Yorkshire Pudding Day). Last year, talent management agency Flourish<\/a> coined Coachella \u201cthe influencer Olympics<\/em>,\u201d which isn\u2019t a million miles away. Each year the festival attracts more influencers, brands too, who are all competing for the spotlight and to capture the most epic festival content. <\/p>\n\n\n\n

If you\u2019re active on social media during April, I\u2019d be amazed if you managed to avoid Coachella content. Even if you\u2019re not following an influencer who\u2019s heading over to Indio, you\u2019re likely to see a brand hosting a bunch of creators at tentpole events or sponsoring their trips. In fact, Coachella has become so popular that, most notably last year, influencers had faked their Coachella attendance<\/a> by posing for Instagram shots in desert-situated Airbnb\u2019s. <\/p>\n\n\n\n

Has Coachella become less about music, more about social media?<\/strong><\/h2>\n\n\n\n

Influencer marketing has had a monumental impact on the music festival, so much so that the focus has shifted largely towards influence, and away from the music. <\/p>\n\n\n\n

Last year, TIME Magazine<\/a> labeled Coachella as the \u201cIT place to be for influencers\u201d, a nod to the sheer number of content creators who announced their attendance at last year\u2019s event via their Instagram handles. When you think about it, how much of the Coachella-themed content you see across social media (outside of the official festival pages) relates to the artists performing? What you\u2019re more likely to see is influencers showing what they\u2019re going to wear, the beauty products they\u2019re taking with them, and which brands are paying for their trips. <\/p>\n\n\n\n

As the festival became more of a social media marketing event, some festival-goers complained that it was now less fun. The way in which brands and influencers flooded the market had taken away from the hedonistic spirit Coachella once was admired for. The results seemed to support this, with CBS News<\/a> reporting the slowest ticket sales in decades.<\/p>\n\n\n\n

But then 2024 Coachella happened\u2026<\/p>\n\n\n\n

Coachella\u2019s 2024 Resurgence <\/strong><\/h2>\n\n\n\n

Just when people thought Coachella was losing momentum, the festival bounced back for all the right reasons. Celebrities turned up, acted weird, and actually<\/em> appeared to have fun<\/a> (Glamour, 2024).\u00a0<\/p>\n\n\n\n

In what was either a genius marketing ploy or spontaneous date night, Taylor Swift and Travis Kelce delighted fans with a very loved-up appearance at Ice Spice\u2019s set (only feet away from Justin and Hailey Bieber). Shakira showed up and dropped a world tour announcement, and Kid Cudi jumped off stage and broke his foot – not that we\u2019re pleased to hear about his injury. <\/p>\n\n\n\n

Coachella 2024 took a lot of people by surprise. The stories that broke were subtly imperfect, things got a bit weird, things went wrong, but there was a growing sense among all that attended, that Coachella was becoming cool again. It seemed to be going back to the \u201cgood old\u201d days when you could end up finding yourself next to the world\u2019s biggest superstar in the crowd, without it feeling forced or fake. <\/p>\n\n\n\n

Even brand and influencer partnerships felt different. There seemed to be less of the GRWM style content, although it was still present, than in previous years. A lot of influencers ditched the pristine, brushed up photos for a more authentic experience.<\/p>\n\n\n\n

Some of the best brand and influencer activations at Coachella 2024<\/strong><\/h2>\n\n\n\n

Rhode Photo Booth<\/strong><\/h3>\n\n\n\n

Take a pic, get a free lip tint. <\/p>\n\n\n\n

That\u2019s as simple as it got at Rhode\u2019s 2024 Coachella pop-up. Festival goers simply had to turn up, select their choice of lip tint, pose for a snap, and off they went. <\/p>\n\n\n\n

Each year, brands have attempted to upstage their previous efforts, often creating their micro events within the main festival. But sometimes adding more bells and whistles to your activation isn\u2019t always what festival-goers want. Sometimes, reverting back to basics is all you need. <\/p>\n\n\n\n

Having attended Coachella, and all its exclusive micro brand events, for years, there\u2019s no doubt Hailey Bieber knew what she was doing. Amidst all the chaos, she identified an opportunity for something simple, something that would truly resonate with her target audience without having an invite-only guest list, or building a giant eye-sore in the middle of the desert. <\/p>\n\n\n\n

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@not_tash_s<\/a>

@Hailey Bieber knows what shes doing #revolve<\/a> #revolvefestival<\/a> #coachella<\/a> #coachella2024<\/a> #rhode<\/a> #rhodepeptideliptreatment<\/a> #rhodeliptreatment<\/a> #haileybieber<\/a> #photobooth<\/a> #revolvecoachella<\/a> #coachellaoutfit<\/a> <\/p> \u266c These Words – Badger & Natasha Bedingfield<\/a> <\/section> <\/blockquote>