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didn’t start out as coachella Met Gala for influencers,
The festival was first held in October 1999 and was intended to be an accessible event for alternative music fans. Just three months after the infamous Woodstock ’99, the first Coachella drew an audience of just 25,000 people and failed to turn a profit, costing the organizers dearly approximately $1 million,
After taking a year off, Coachella made its return in April 2001. While Coachella began to gain in popularity in its first decade, 2010 marked the beginning of a new era for the festival and it has become a profitable and genre-defining event.
So, what changed?
In its first few years, Coachella primarily featured alternative artists, with headliners such as Beck and Rage Against the Machine. By 2010, mainstream artists including Jay-Z, Lady Gaga, and Beyoncé began to draw larger crowds.
What began as a one-day event has evolved into a six-day festival spread over consecutive weekends. By 2016, there were over 99,000 attend Coachella each weekend – almost 10 times the attendance of the first event combined.
How Influencer Marketing Changed Coachella
The rise of social media also had a major impact on the development of Coachella. Influencer culture and “festival fashion” became almost synonymous with the event.
As content creators and celebrities began attending the drumbeat at Coachella, they almost overshadowed what was happening on stage. Brands, especially those relying on influencer marketing, began to take advantage of Coachella as an important part of their business strategies.
In 2015 and 2016, H&M partnered with Coachella organizers to launch #HMLovesCoachella, a clothing collection that reflects the boho aesthetic of the festival. H&M also hosted Pop-up shop at the 2016 festival where attendees could purchase clothing on site.
may not have been used by any company Coachella as an influencer marketing tool As heavy as LA-based clothing company Revolve.
How Revolve Uses Influencer Marketing at Coachella to Increase Revenue
It is said that about 70% of company sales come from influencers, and experiential marketing with content creators at events like Coachella is a main revenue driver.
Since 2015, Revolve has hosted the Revolve Festival, an invite-only party for celebrities and influencers.
Over the years Revolve Festival has made headlines for partnering with celebrity brands like Kendall Jenner’s 818 Tequila and Hailey Bieber’s Road Beauty, and for last year’s transportation issues that left influencers stranded. Comparing the party to the disastrous Fyre Festival of 2017,
Despite the controversy, Revolve Festival, coupled with content delivered by influencers dressed in Revolve, have helped the brand become a wonder product. 5 billion social and media impressions,
Between sponsors throwing money at the chance to see their brands at the event, and influencers turning their experiences into content for their followers, Coachella has gone from a modest music festival to one $1+ Billion Marketing Machine,
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