Is Coachella Undergoing an Identity Crisis?

1 week ago 19

Some critizize Coachella’s activations and influencer content. In the era of social media, where does the music fit into the conversation?

In the past decade, Coachella’s identity has been brought up every year as the festival has further cemented itself in the Zeitgeist. “What happened to the bands?” “What are you going to wear?” “What activations do you think they’re going to have this year?”

These questions signal a shift from what has historically been the festival’s main appeal: the music. Now, a glut of festival brand deals, after-parties, and off-site corporate events are shaping Coachella’s image, making it just as, if not more, attractive than the lineup.

Corporate sponsors are nothing new for Coachella, as the festival has partnered with numerous brands over the years. Companies such as American Express and Neutrogena have maintained a regular presence at the event. Their particular partnerships have been welcome because Amex offers dedicated merch lines for card members (cutting the hours-long wait hundreds of fans experience), and Neutrogena provides free sunblock at many stands on site.

Yet the Heineken House, which the beer company debuted in 2014, has been a consistent fan favorite for two reasons. It offers an escape from the desert heat with its lounge-like atmosphere, and it’s also a stage, which has hosted stars like T-Pain, Thundercat, A-Trak, and Solomun. The Heineken House addresses a need among festival-goers while still providing entertainment in the form of music, presenting its brand in an authentic way that appeals to fans.

But in recent years, Coachella’s image has inevitably been affected by the growing presence of social media in our lives. The festival’s attendees — especially the influencers — showcase their experiences in increasingly visible online forums. It was only a matter of time before major brands sought to capitalize on the exposure.

Take, for example, the Alaska Airlines activation this year. It enjoyed strong online engagement as festival-goers waited in long lines on both weekends to document sought-after prizes, like a 50%-off flight voucher. Some fans waited more than five hours to purchase exclusive festival merch from Justin Bieber’s brand, Skylrk. Meanwhile, a free shopping spree for influencers, sponsored by Revolve, took place off site in Palm Springs.

Though there was an increase of brand presence in and around Coachella, the music still cut through the noise.

If people are more focused on using their time during Coachella to experience corporate products, and if most of the online content is about brands, where does music — and art — fit in the picture?

Of course, the music will garner just as many shares online because crowds at Coachella’s mainstage have been transformed into seas of phones. When Sabrina Carpenter brought Madonna onstage as one of her secret guests during her weekend two performance, the majority of fans could be seen recording the iconic moment on their devices.

But the music’s longevity and reach are much shorter because people tend to post videos of performances on their Stories, which eventually disappear. This gives the impression that it isn’t as important as what’s being shared via more permanent modes of delivery.

The truth is that the music and the roots of the festival’s anti-establishment politics are very much alive at Coachella. They just require a bit of searching.

Coachella’s identity may take on a new form, but its soul remains.

The hardcore band Turnstile evoked Coachella’s core values and drew one of the most electrifying crowds on both weekends. Thanks to the group’s fast-paced music and the mosh pits that erupted during their performances, a sea of phones never seemed to surface. During their weekend two set, the stage’s screens showed a fan’s “Free Palestine” sign, and later, a pro-immigrant message was broadcast. In both moments, the crowd roared in applause.

At another point during the weekend, the artist David Byrne, who’s best known as the frontman of the Talking Heads, said that “love and kindness are a form of resistance” during his performance. This was perhaps a nod to when the people of Minnesota protected their neighbors during the violence that unfolded during anti-ICE demonstrations this past winter.

No other group was more direct about their politics than The Strokes. In the final song of their weekend two set, the band played “Oblivius” as the names and photos of deceased foreign leaders were projected on Coachella’s massive mainstage screens, calling out US involvement in their deaths. The sequence ended with footage of the destruction of Gaza’s last remaining university, which was hit by an Israeli air strike in 2024.

But the Empire Polo Club is a sprawling venue. Elsewhere on the festival grounds, something entirely different was taking place.

At the same time The Strokes’ message was unfolding, DJ Snake was performing alongside Knock2 at Coachella’s Quasar stage. It was situated right in front of the Red Bull Mirage, a structure that offered Vegas-like bottle service, a Nobu dining experience, and great views of the stage and festival.

Two different nights were playing out on the same Saturday. The crowd at DJ Snake and Knock2 chased Coachella’s glitz and glamour, and The Strokes turned their set into an art of political resistance.

These polarizing moments echo one more question that has been asked in recent years. “Do people go to Coachella just to say that they’re at Coachella? Or is Coachella still about the music?” The answer is: yes.