The Coachella Valley Music and Arts Festival is an annual music and arts festival held at the Empire Polo Club in Indio, California, in the Coachella Valley in the Colorado Desert. High ticket prices and competitive lineups make this event somewhat available for an audience who aligns themselves with the social elite. Weekend 1 and Weekend 2 outfits are popular hashtags to include throughout the festival’s duration, where Instagram influencers use the event not only to see the musicians involved, but also, to psychologically market themselves as people who may have gone to Coachella “on a whim”.
Kicking off the 2014 music festival circuit, Coachella has become one of THE hottest festival tickets in recent years. This past weekend, my Instagram and Facebook exploded with Coachella photos, videos, and statuses. Perhaps it’s the line up, the celebrity draw, the flower people fashion, or the pure spectacle…that draws thousands to into the desert for the 3-day festival, but there’s no denying there is something that makes Coachella incredibly desirable. Coachella is perhaps testament to how successful branding coupled with peer-to-peer buzz can truly transform an indie music festival into a pop culture phenomenon.