Influencer Marketing, Luxury Hotels and Edgy Clothing: What Happened to Coachella’s Humble Indie Days?

Coachella is typically known for its bohemian and hippie-inspired looks

My Instagram feed is saturated with immaculately dressed celebrities and influencers, posing against curated backdrops - a fulfilment of their brand agreements. I was initially oblivious to Coachella taking place until a clip of Lady Gaga surfaced. Gone are the early 2000s days when the flagship US music festival was a small alternative indie festival, with passionate music lovers dressed in vibrant, bohemian-chic outfits. Now, commercialisation - fuelled by brand activations and social media influencers - has transformed the once music-centred festival into a breeding ground for business transactions.

Coachella’s story began in 1999, where the palm-lined main stage showcased iconic rock and indie bands. 25,000 eager fans, adorned in flowy skirts, crochet bralettes and cowboy boots, braved the Colorado Desert to enjoy the sunset-drenched weekend. The most magical moments, however, came under the starlit desert skies as the lingering euphoria followed attendees back to their tents.

That intimate charm is a distant memory; today, only the flower crown seems to be its sole remaining relic. Coachella is now a massive spectacle, drawing 125,000 daily attendees, becoming the second-largest music festival - Glastonbury wears the crown. Daft Punk’s 2006 groundbreaking pyramid stage debuted electronic music and advanced production, while Jay-Z’s 2010 headline set as the first rapper set off a domino effect of hip-hop representation with Tyla, the Creator, Dr. Dre and Snoop Dog. 

One would think that with experience comes improvement. Coachella doesn’t follow the rules. It seems that technical failures become the recurring talking point. From Grimes’ 2024 double-speed audio debacle, to Lady Gaga’s mic break this year, it makes you wonder what exactly justifies the $649 (£489.24) ticket price. 

Coachella is the Disneyland of music. It’s an experience. The outfits, accommodation and food seem to eclipse the artists themselves. The festival grounds are inundated with beauty and fashion brands vying for attention with freebies and lavish stands. Enticing social media influencers with luxury hotels and rented villas, in exchange for staged promotional content, has centralised Coachella as the battleground for clicks, likes and cash. 

According to CreatorIQ, an influencer marketing technology firm, Hayley Bieber's Rhode was the top beauty performer this year, earning $3.63 million (£2.74 million) in media value. Undoubtedly, a strategic photo booth with Kendall Jenner's 818 Tequila offering freebies for photos proved lucrative. Fashion also holds monetary value at Coachella, with celebrity and influencer looks driving brand marketing. Cardi B, Julia Fox and Alix Earle’s appearances helped Revolve, inventor of influencer marketing, become Coachella’s 2025 top fashion brand, generating $7.87 million (£5.93 million) in media value (CreatorIQ). Businesses also profit by identifying trends; Pinterest, noting a 329% increase in vintage low-rise jean searches beforehand, tailored their booth towards streetwear and Charlie XCX-inspired styles.

Coachella epitomises festival commercialisation. Turning a simple, fun and authentic celebration of music into a million dollar spectacle speaks to the capitalist world we live in. While the love of music endures at heart, the modern era of influencer marketing has forever changed how we perceive festival season.