Each Spring, tens of thousands of attendees descend on Indio, California for the world-famous Coachella Valley Music and Arts Festival. They unite to celebrate powerful music and creative expression. Now 26 years later, the festival finds itself at a crucial decision point. It’s no surprise that the new festivalgoers are dismayed by the growing power of social media influencers, whose priorities have changed the focus from music to appearance. The emergence of influencer culture has changed the landscape of festivals, already spurring conversations on what it means for the future of these events.
Coachella’s first iteration started back in 1999. It was designed to expose attendees to up-and-coming indie artists while creating a community of die-hard music fans. Over the years, the event became a display of wealth and privilege. Individuals started to value aesthetics greater than the artistic journey. As festivalgoers like me can tell you, the art and music culture that once reigned supreme at Coachella has given way to an influencer theme park.
It’s a change that’s evident across the country. Influencers such as Alix Earle and Charli D’Amelio are stealing headlines away, not for the tracks they release, but instead by flaunting their supermaterialistic lifestyles. Earle recently posted an Instagram video of herself toasting with champagne on a private jet as she headed to the festival. On the other hand, D’Amelio wore a $1,690 elaborate lace top that’s part of the growing trend of wealth flaunting at Coachella.
The festival’s ticket prices are a clear illustration of this trend, with general admission starting at $649 for the first weekend. Attendees are confronted with exorbitant food prices, with some meals costing around $100 and complaints regarding their quality rising among the crowd. Almost all rave about how horrible the food is, making a bad situation even worse.
Social media, especially TikTok and Instagram have been responsible for sharing the glitz and the chaos of what it’s like to go to Coachella. A content creator recently shared a viral video depicting a long line before 8 a.m. for a “super duper shower”—a bathroom facility reminiscent of college dorms with minimal privacy. This stark contrast between the festival’s high-profile image and its practical realities has prompted many regular attendees to share their genuine experiences on platforms like TikTok.
Reactions from those lucky enough to be regular users capture the increasing anger at Coachella’s metamorphosis. One user remarked, “No video of Coachella has ever made me want to go to Coachella.” That’s influencer culture ruining events like Coachella. The art and music are usually, at best, a secondary focus. I hope that doesn’t happen in the theme park industry, where a picture of you being there is more important than…well…being there.”
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