How did Coachella become a festival of the consumption cult and where does infliuensens have to do with it?

Today is in California Valley “Koçella“ The second weekend of the music festival with the same name takes place every year in April and gather hundreds of thousands of different people in one place. In this material, however, we will discuss the bright performances of the last week and the most memorable images of influons, but we will discuss how the activity has become the main holiday of the consumption cult and viral content.

Now on social networks, videos from concerts gain popularity “Koçeller“The crowd where the artist tells the artist in a stagnant way and did not leave for a second by phone. Of course, users of social networks are angry that all these people buy tickets, but they forgot the most important thing to learn to have fun.

Peopletalk editors decided to fundamentally root problems and analyze what was happening in the guests of the festival, and the same Weibe disappeared. Also, try to understand why all problems are accused of re -accused of effects.

Before moving on, we recommend a little more to understand the material and to dive into the world deeper. “Koçeller“. Thus, the main festival of April was born because of the frustration and despair of the industry. In 1993, Pearl Jam refused to cooperate with tickets for high commissions and held a concert at the Colorado Desert in the Empire Polo Club in India in California for the first time in history. Six years later, in October 1999, supporters Paul Tollett and Rick Van Santen decided to rent this site and organized the first Coachella festival. Then the ceiling tiles were Beck, Chemical Brothers, anger against the tool and the machine. There were very few visitors – only 37,000 people (for comparison in 2017, the festival visited more than 250,000 according to official figures).

In 2000, the festival never took place – there is a lot of loss of the success of the event and there is very little confidence. “Koçella“ He returned in 2001, but as a day -old event. Then Jane’s addiction, Fatboy Slim and Roots on stage. Each year, the list of artists became brighter: in 2003, Red Hot Chili Peppers and white lines were held on the stage and Radiohead organized a legendary life in 2004, then Coachella officially abandoned the status of Andlerdog and became a driving force in the music world. And in the early 2010s, the festival was re -trained in an event that determines pop culture. Since then, by the way, “Koçella“ Two weeks divided. The growth of the popularity of the event coincided with the tendency to maintain social networks. Particular attention focused on the application where square photographs can be published (preferably with the retrica filter). Then the first effects of the new format began to emerge. But let’s talk about it a little later.

At first, it may seem unnecessary how everything works on the territory of the blocks and festival about tickets, but that’s not the case. Here we will talk about money and this will help us understand which target audience we have handled.

So, in the first place, it should be noted that the festival is not a cheap pleasure. In 1999, tickets cost $ 50, the amount rose to $ 270 until 2010, and the ticket prices for the first weekend this season started at $ 649 (about 53 thousand rubles). And yes, this cost only involves switching to all scenes. Housing, parking, food and services are paid separately. For example, the minimum park cost is $ 160 per day (about 13 thousand rubles), but a two -person lunch consisting of two burrito and two beverages, guests’ cost of $ 64 (about five thousand rubles). In addition, we do not forget that tents, tents and other basic things bring festival guests.

If you believe in Tiktok users, the approximate costs for all pleasure for a person are about one and a half to two thousand dollars (about 164 thousand rubles). And at this stage of the text, I want to gently imply the festival “Koçella“ No poor students and adventurers are sent (as you think), but they are very rich people who are ready to spend money. And this mass that leads us to the next block.

Attention in the mid -2010 “Coachelle“ It has become even more pronounced: Bright magazines began to publish articles with the best images and trends of the festival, brands began to create areas in the area, organize kindergartens and make another activity to draw attention to the company’s products. Everyone has a goal: increasing recognition and attracting a new audience. At the same time, non -field activities, that is, brands that take place at the festival, but require a separate invitation. Meanwhile, a list of fashion, beauty and life expectancy companies, “Koçella“ Quite impressive. Levi’s, Nyx, Ray-Ban, Dior, Ysl Beauty, Lacoste, Revolve, Neutrogena, Adidas and so on. He cooperated with the festival. In 2017, Coachella crossed Glastonbury and became the most profitable festival in history – $ 114 million. This was exactly possible thanks to sponsorship, collaborations and ticket sales for two consecutive weeks.

At the end of the last decade, the activity has become a kind of visual market for the Open AIA, where brands of different sizes and impacts are trying to obtain. You just think: 250 thousand people and all of them are making content on their social networks. Moreover, brand advertising was built very indigenously. For example, in 2019, HP made Dreamland Lounge, where it is possible to privatize shoppers. The same thing was done by Levi’s – it was possible to customize a jeans or a favorite jeans in the areas. As a result, a person (only with him) receives something unique and the brand is mentioned in social networks. Simple but very effective.

As we have learned before, when the festival appeared, no one tried to surprise the audience through himself and did not have time to take the content forward for days. Initially, everyone wore ordinary t -shirts with the pressure of their favorite group focused on Luke’s practicality. And in principle, people went to California Valley not to “show themselves ,, but to listen to music and spend time with your friends. With the development of social networks and the emergence of effects, the situation has fundamentally changed. The guests of the festival turned a musical activity into the arena for a brave fagot. Thanks to the actions of content producers and the fashion audience of the festival “Koçella“ Brands drew attention (we just talked about it in the previous block).

Close to the end of the 2010s, fashion “Coachelle“ It was a real festival phenomenon, and in 2023, the Hypbeast broadcast met the Met Gala Festival for influons. In terms of effect and scale, two events can really be compared. The images of the guests of the festival are discussed, the ratings of the best dresses were made and the main trends emphasized. And in the first place, guests and novice bloggers do it for themselves and their subscribers, now there is a flawless construction machine behind all this. Do you have any interest? We are telling. The truth is that now many brands pay to go to the effects “Koçella“ And they announced their products. We will analyze the example of the clothing brand: the company sends the blogger to train the image (sometimes not coordinating options, but they can send what needs to be sold), the amount of content and then the content itself. It looks good, but it’s not completely true. Initially, if the festival is famous with its original guest style, which is really interesting, everything has come to the fact that all springs look the same in the best situation and in the worst situation. If you think about the essence of cooperation, the brand team chooses the flu, because they love the style, but instead of giving the ability to try the election and the ability to try things, they show what to wear and how to wear an individuality, because they first cooperate.

In the meantime, we didn’t just mention that many of them looked the same. For smaller and more effective effects, only the brands that can be obtained by personal invitation from brands or PR agencies are provided. As you can imagine, bloggers are called there for particular selection. “Koçeller“. And if you think we’re talking about a dozen bloggers, you’re very wrong. We’re talking about thousands of influences, so it makes sense to repeat things (and more than once). Because of all this, there was an expression in the network. “Koçella“ It was a festival of the consumption cult and the music has long been in the background.

Situation in 2025 “Coachelle“ The following are as follows: People don’t have fun, but remove the content. According to this view, the good half of the peopletalk editors and the activity came after watching a video with the performances of the artists. “Koçeller“. “The crowd only died”, do they know how to dance? ”,“ Why are they just standing? ” – From the concert (Attention!) Charli XCX, Billy Ailish and Troy Sivan’s video under the video. Why did this happen? Because now (unfortunately) music “Coachelle“ It was just the addition of the festival, not the foundation.

Due to the cost of tickets for the event, those who really know the lyrics of the songs can not reach the event and are ready to leave the show to the end. Instead, we buy people we pay and just want to attract content and go home. Moreover, some of Coachella’s “guests” do not attend the festival. They come to the deserts, attract content, make a selfie, mount the video, and then leave. It turns out that the festival has become a part of the severity game: the real thing is to look like there and not to really be there. That’s why everyone with nostalgia now remembers Coachella“ 2014-2016, the main target is not the search for money, but when opening new music.

Today, Coachella is not only a festival, but a sociocultural phenomenon where the musical component gradually enters the background. Living emotions, spontaneous dance and real interest to artists, the net briffs and coordinated springs built by the content marketing strategy. The effects turned into media carriers and scenes – turned into a background for a branded visual Chronicle.

So “Coachella“ Not about music for a long time, about visuality, recognition and control. This is not good and not bad – this is a reflection of a new reality in which any cultural event can be transformed into a commercial vehicle. And perhaps, the main power of the festival is no longer on the stage, but how we consume art, fashion and even emotions.