As the digital landscape continues to evolve, PR and marketing teams alike strive to keep up with the latest trends. As music festival season unfolds, starting with Coachella, social media will continue to flood with images of glamorous people in trendy clothes, posing with Instagrammable backdrops in brand-sponsored lounges. While the allure of these festivals is undeniable, questions arise about the authenticity of the content and whether the hefty price tags for brand partnerships is worthwhile.
According to a survey conducted just before Coachella, 75% of respondents say influencers are overshadowing Coachella’s primary purpose and 68% say they dislike the increasing presence of brands and social media influencers at the festival. With an overwhelming majority expressing displeasure of this commercialization, it seems Coachella has evolved into a playground for influencer marketing and brand promotion. This isn’t shocking – in 2024, Coachella had a myriad of new and returning popups, including but not limited to, 818 Tequila, American Express, Aperol, Celsius Energy, Coca Cola, Guess Jeans, NYLON, Patron, Pinterest, Poppi, Revolve and Tarte Cosmetics.
Let’s talk through the strategies behind a few of these brands. On one hand, Poppi allocated all its funds towards arguably today’s biggest influencer, Alix Earle. Poppi gave Earle and her entourage exclusive accommodations to help launch the brand’s new lemon-lime flavor, which Earle posted numerous photos promoting. Conversely, Tarte took a broader approach, partnering with Beachwaver and spoiling several notable influencers like Lauren Wolfe and Audrey Trullinger to luxurious experiences, resulting in Beachwaver/Tarte content galore. However, this isn’t the first time we’ve seen this from the cosmetics company. In February, Tarte sent 30 people on an all-expense paid vacation to Bora Bora. From a private jet with caviar to lodging in overwater bungalows, creators churned out Tarte-focused content every second along the way. So while Coachella and other music festivals are some of the biggest draws for influencer marketing, it’s evident these brands are exploring other avenues to bring brand awareness to the masses and clearly have the funds to do it.
Guess Jeans took a slightly different route, aiming for organic content creation by ensuring their talents had a seamless and enjoyable experience at the festival. While Coachella remains a magnet for influencer marketing, brands like Pinterest explored alternative avenues to increase brand visibility because of internal data. For its first-ever Coachella activation, Pinterest created the “Manifest Station” makeup lounge based on Pinterest-identified search terms like “Lana Del Rey core” and “2014 core.” According to Pinterest, there have also been 10M+ searches for festival outfit trends, hair and makeup in the past year, so the brand felt it was a strategic move to participate in festival content this year.
Sponsoring festivals like Coachella requires significant financial investment and meticulous planning. While research doesn’t show the exact cost of sponsorship, it’s expected to be in the millions. Despite the high costs, brands are drawn to these events for the unparalleled brand exposure they offer, particularly on platforms like TikTok and Instagram, which resonate strongly with target Millennial and Gen Z audiences. Although some social media users may express fatigue with festival-related content, the attractiveness of these events persists, fueled by A-list celebrity sightings (Taylor Swift, Leonardo DiCaprio, Justin Bieber, etc.) and one-of-a-kind performances (Lana Del Ray/Billie Eilish, No Doubt/Olivia Rodrigo, Sabrina Carpenter/Norah Jones, etc.). Brands are betting big on festivals, and as the season progresses with events like Lollapalooza and Bonnaroo on the horizon, the impact of brand activations and influencer partnerships at those events is to be determined. Stay tuned!
