It’s that time of year when TikTok for you pages become flooded with ‘get ready with me for Coachella’ videos and endless vlogs. But are people still obsessed with Coachella, or are we starting to feel over it?
Coachella has long been a culture defining festival, producing lineups unlike anything else in the music industry. It has delivered iconic performances, from Beyoncé’s legendary 2018 ‘Beychella’ to Daft Punk revolutionising electronic music in 2006, and joining the list this year is Justin Bieber doomscrolling at his headline set. Moments like these have cemented the festival’s reputation as a global stage for unforgettable music history.
Because of this, people have huge expectations for Coachella performances, which is why we have such an obsession with it. Fans speculate about surprise guests, setlists, and if there will be any announcements. Artists respond by putting in max effort, creating elaborate stage designs and highly curated performances. With around 125,000 people flocking to the desert each weekend, it’s no wonder performers see Coachella as a career-defining moment.
This year proved no different. Sabrina Carpenter brought out Madonna, Billie Eilish being Justin Bieber’s “One Less Lonely Girl” and Sombr brought out Billy Idol. Even those at home can tune into livestreams or scroll through countless TikToks, making the festival more accessible than ever.
Yet this accessibility may also be the problem.
Often dubbed the ‘influencer Olympics’ Coachella has become infamous for brand trips, influencers and social media. Influencers are flown out and housed in brand villas, creating an aspirational but highly commercialised image of the festival.
As influencers continue to dominate our social feeds at Coachella it seems the festival has turned into one big advert, feeling distasteful with some audiences.
For many viewers, this has led to fatigue. What once felt like a celebration of music and culture can now come across has one long advertisement. The constant stream of sponsored content can feel overwhelming for viewers, especially when it dominates social feeds.
At the same time, the cost of attending continues to rise, with the average trip ranging between $1,500 and $3,500 per person, it’s something that each year feels increasingly inaccessible to the average person.
Coachella remains a culturally influential festival, but its growing commercialisation and social media influence are shifting how people are viewing it. What was once defined by music and moments now feels increasingly shaped by marketing, exclusivity and the performance of a lifestyle rather than the reality of it.
Image Credit: Anastasiia Mitiushova, Unsplash
