Lately, music festivals such as Coachella have felt like they are becoming just as much of an influencer “who’s who” as a place to come and hear all of your favorite artists. Coachella has done a great job of exemplifying the process of using influencers to promote live events.
Is this a coincidence, or is it by design? The practice of using influencers to promote live events is no coincidence and is only going to become more and more commonplace.
We have the “mecca” of events, Coachella.
For those of you who live under a rock, Coachella is a 3-day music festival that occurs over the span of two weekends in the desert of southern California.
Coachella is regularly stacked with the most popular artists in the world and is considered one of, if not the, most popular music festival in the United States. Tickets range from hundreds of dollars to thousands of dollars, and it has become THE place to be.
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But, with all that said, why is it the place to be?
Well, years ago, the social media space noticed a shift around Coachella.
What started off as an indie-rock festival in 1999 featuring bands like Tool, was slowly shifting to becoming a top-40’s geared fest that had rockstars, rappers, and popstars headlining it’s very vast lineups.
But, more than that, other things started to change. Influencers began to break out their wildest outfits, get tickets, and post content from Coachella.
In return, the festival organizers began to step it up and make the fest more “Instagrammable” by incorporating things like glass structures, Ferris wheels, light walls, and more. Coachella went from being an indie fest to being an influencer hub, and ticket sales responded accordingly.
The last rendition of Coachella sold out in hours, before a single artist was even announced for the festival.
Influencers have taken this live event space by storm, and have even been able to use these events as an opportunity to network, and get more brand deals, in addition to being in the “who’s who” of Coachella attendees.
The Deal Inside Of The Deal: Brand Deals At Coachella
Now, you may be wondering, “how does an influencer make money at Coachella?”
Well, influencers get brands to not only pay for them to go to Coachella but also pay them to promote their products while at the event.
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You see, Coachella is a place people go to be seen. As evidenced by the fest selling out in hours, people can care less about the music and want to go for the exposure, IG posts, and networking opportunities, and brands capitalize on that.
Paying influencers who are going to be the center of attention to wear your clothing (as seen below) is a very smart move for brands, and they know it.
Wrapping It All Up
The hype influencers build around Coachella has turned the festival into an incredibly popular event, that doesn’t need to announce its lineup to sell out. As the influencer scene expands, more events will turn to influencers to do promotion.
Are you looking for influencers to promote your live event? If so, join Glewee and find a pre-vetted influencer for your campaign that fits your budget!