COACHELLA
COACHELLA
Coachella, officially known as the Coachella Valley Music and Arts Festival, is one of the world's largest and most famous music festivals. It takes place annually, typically over two weekends in April, at the Empire Polo Club in the Inland Empire region of the Coachella Valley within the Colorado Desert, about 125 miles east of Los Angeles, California. The event brings a mix of indie rock, hip-hop, and electronic music.
The festival was founded in 1999 by Paul Tollett and Rick Van Santen of the Los Angeles promotion company Goldenvoice, who were inspired by the 1993 Pearl Jam concert that rebelled against Ticketmaster's high ticket prices. The event's success demonstrated the location's potential as a venue for large-scale live performances. Since its inception, the festival has evolved into a global cultural phenomenon, renowned for its eclectic lineups, large-scale art installations, and significant impact on music culture, fashion, and the entertainment industry.
Since its launch, Coachella has evolved into a cultural icon, celebrated for its diverse musical lineups, impressive art installations, and its profound impact on music, fashion, and the entertainment industry as a whole.
Coachella spans vast grounds that house diverse performance spaces, each designed to create a distinct atmosphere while catering to a broad spectrum of musical tastes. At the heart of the festival lies the Coachella Stage, the main attraction and the festival's largest venue. This expansive outdoor area generates an electrifying energy each year as it draws massive crowds for the highly anticipated headliner acts, often including some of the biggest names in the music industry.
Adjacent to the main stage is a smaller outdoor area that offers a more intimate performance setting, allowing festival-goers to experience live music up close. The Mojave Stage is a mid-sized tent that serves as a platform for artists from various genres, including indie rock and hip-hop. Over the years, this space has evolved significantly; it was relocated behind an access road in 2017 and underwent a considerable expansion in 2018 to accommodate increasing audience demand. Likewise, the Gobi Desert stage, another mid-sized tent, showcases a rich variety of musical styles and emerging talent, having also made a similar relocation in 2017.
The Sahara is a massive, hangar-like tent dedicated to electronic dance music (EDM) for those who thrive on high-energy performances. This stage has seen numerous enhancements, including an expansion in size and a strategic relocation in 2018 to a more accessible area near the festival entrance, making it easier for attendees to enjoy the pulsating beats and vibrant atmosphere characteristic of the EDM scene.
In 2013, the festival introduced the Yuma tent, a smaller indoor venue focused on showcasing emerging DJs and underground acts. This more sophisticated space offers a quieter and more curated experience, allowing attendees to delve deeper into the music without the overwhelming sound of larger stages. Following this trend, the Sonora venue was launched in 2017, providing an intimate indoor space specifically for punk rock and Latin music, thus broadening the festival’s musical diversity.
The Heineken House opened in 2014 and has since become a vibrant spot for unique musical performances and innovative mash-ups. Originally designed to embody a club-like atmosphere, the venue underwent a reimagining in 2019, transforming into an open beer garden layout that improved visibility and significantly reduced wait times, enhancing the attendee experience.
Introduced in 2016, Despacio is a one-of-a-kind venue co-created by James Murphy of LCD Soundsystem. This indoor space offers a retro experience by playing vintage club music on vinyl, inviting those seeking a slower-paced atmosphere to connect with the nostalgia of the music.
The Antarctic dome, launched in 2017, is an impressive indoor structure designed to showcase 360-degree immersive videos. With a notable 120-foot diameter and 11,000 square feet of projection space, it is equipped with air conditioning and seating for up to 500 people, creating a comfortable environment for attendees to enjoy artistic displays.
Additionally, the Oasis Dome, which appeared in 2006 and 2011, offers a unique and intimate atmosphere for performances, emphasizing a close connection between artists and audiences.
New for 2024 is Quasar, an outdoor stage specifically engineered for long-format DJ sets, which promises to further diversify the lineup of performances at Coachella. As the festival continues to innovate, attendees can also look forward to cutting-edge experiences, such as virtual reality concerts and augmented reality (AR) art installations, both of which enhance the immersive atmosphere that Coachella has become renowned for. These developments not only showcase the festival's commitment to advancing the live music experience but also ensure that each year brings something fresh and exciting for music lovers around the globe.
Coachella rapidly established itself as a significant event in the festival circuit with the highly anticipated reunion tours and albums by iconic ’80s or ’90s bands, and an opportunity for brands and celebrities to get their products distributed to a mass audience through influencer marketing.
The addition of tent camping allowed festival-goers to immerse themselves in the atmosphere fully. Campsites were located on a polo field next to the venue and featured a dedicated entrance on the south side.
In 2004, the festival reached a pivotal moment when it sold out for the first time, attracting an attendance of 120,000 and reinforcing its growing popularity. By 2010, the event introduced several enhancements for attendees, including allowing re-entry from the camping area to the festival grounds, providing parking close to tents, and offering recreational vehicle camping. However, this last option was available for just one year.
By the mid-2000s, the venue began incorporating large-scale art installations and experiences, which attracted a broader audience and enhanced its cultural significance.
Throughout its history, the festival has gained recognition for its music and standout performances, including Beyoncé’s iconic 2018 set, often referred to as "Beychella." As demand surged and tickets sold out quickly, Coachella expanded to span two weekends in 2012, allowing more fans to experience the festival.
Behind the unforgettable acts of the festival lies a world of financial and promotional planning. Headliners at Coachella have long been some of the highest-paid artists in the world. In 2010, the top-billed acts were expected to make over $1 million for their performances. As the festival’s influence grew, so did the paychecks. By 2017, headliners were earning between $3 and $4 million. And it didn’t stop there. Beyoncé’s 2018 performance became one of the most iconic in festival history, reportedly earning her $8 million, a figure matched by Ariana Grande in 2019.
Coachella also operates within a strict framework for announcing performances, especially in California, Arizona, Washington, and Oregon. Public announcements are held in these states until after the January lineup reveal, with exceptions for significant events like South by Southwest and Ultra Music Festival. Plus, performances in Las Vegas casinos are exempt from these timing restrictions.
Artists are given access to the grounds just 10 days before the festival, giving them a tight timeframe in which to assemble their pieces.
Coachella has long served as a powerful platform for activism and representation, creating space for artists, fans, and the festival itself to address pressing social and political issues. Over the years, it has hosted performances and initiatives that champion equality, environmental sustainability, and social justice.
A standout moment came in 2018, when Beyoncé used her headlining set to not only deliver an unforgettable performance but also to spotlight Black culture, feminism, and empowerment. Her show was a celebration of African American heritage, featuring a step show, historical tributes, and a powerful display of Black excellence.
The gathering has also been a strong ally for LGBTQ+ visibility, with numerous performers and attendees advocating for inclusivity and rights. Efforts to support the queer community have grown over time, with a stronger emphasis on showcasing LGBTQ+ artists and making public statements in favor.
In addition to social causes, the event has made significant strides in environmental activism. Sustainable practices have been incorporated over the years, such as the use of Solar-powered electric generators and electric utility carts, and many others initiatives focused on reducing waste, minimizing the ecological footprint, and encouraging eco-friendly behaviors among attendees.
Coachella has become synonymous with fashion, acting as both a cultural event and a trendsetting phenomenon. Over the years, it has grown into a global style hub, influencing looks and setting the tone for summer wardrobes across the world. Known for its eclectic mix of bohemian, indie, and free-spirited styles, the event has turned everyday wear into a statement. Attendees often embrace outfits featuring fringe, floral patterns, vintage finds, and standout accessories. The laid-back atmosphere encourages personal expression, with ensembles ranging from easy-going and relaxed to bold and high-fashion.
Designers and influencers use the event as an opportunity to showcase their latest pieces, turning it into a runway for established and emerging labels. From luxury brands to up-and-coming designers, style plays a pivotal role in the Coachella experience, with many offering their twist on festival-ready apparel.
Celebrities have also played a key part in shaping the festival's fashion culture, with their striking and sometimes unconventional outfits sparking conversations and setting trends for the season ahead. Whether embracing a boho-chic vibe or opting for high-end couture, the looks push the boundaries of what "event attire" can be. Knowing its importance in fashion, Coachella Art Studios was launched around 2012, where visitors can experiment with sustainable fashion.
Throughout the years, Coachella has collaborated with numerous brands to enrich the attendee experience while preserving its fundamental character. These partnerships have significantly contributed to the festival’s interactive elements and brand-sponsored spaces, from major beverage corporations to fashion brands and technology pioneers.
Heineken has been a steadfast presence on the festival grounds since 2002, acting as the official beer sponsor. In 2014, the company introduced the "Heineken House," a vibrant venue featuring live music, refreshing drinks, and a beer storage service for guests. This spot has become a well-known gathering place, seamlessly integrating music with branded hospitality.
In 2015, fashion retailer H&M unveiled the "H&M Loves Coachella" collection, which drew inspiration from the festival's unique styles. They also set up an on-site shop where attendees could purchase this exclusive line, combining shopping with the cultural atmosphere of the event in a laid-back environment.
In 2017, tech giant HP introduced an innovative aspect to the festival by sponsoring the Antarctic dome. In addition to immersive digital art displays, they created an interactive space where visitors could design and print personalized items like bandanas and tote bags, engage with a motion-reactive wall, and create light-drawing GIFs, effectively merging technology with individual creativity.
Despite the increase in brand collaborations, Coachella’s organizers have prioritized keeping major performance venues free of logos. Founder Paul Tollett has emphasized the importance of maintaining the integrity of live performances, ensuring that the audience’s connection with the artists is not disrupted by visible branding: "I wouldn't let sponsors' logos on the stages. I feel like when the band is playing, it should be you and the band, and it's a sacred moment."
Coachella’s cultural influence extends beyond the music scene, profoundly changing the local economy and the Coachella Valley. The festival has acted as a powerful engine for tourism, generating thousands of jobs and fostering a strong sense of community among residents and visitors from across the globe.
According to a 2012 economic impact study, the event injected $254.4 million into the local desert region, with $89.2 million in consumer spending flowing into Indio. Additionally, the influx of visitors and commerce generated $1.4 million in tax revenue. In 2013, Goldenvoice announced a deal to keep Coachella in Indio through 2030, doubling the city’s revenue per ticket. The company also invested in the festival’s future by purchasing 280 acres of land surrounding the Empire Polo Club, expanding its ability to improve infrastructure and support long-term growth. In 2016, the Indio City Council approved a measure to gradually increase the festival’s capacity from 99,000 to 125,000 attendees. Goldenvoice responded by expanding the venue size by about 50 acres to accommodate the growing crowd.
Goldenvoice’s other gathering at the Empire Polo Club, Stagecoach, often referred to as a “cousin” to Coachella, has experienced rapid growth, with its first sell-out occurring in 2012. The combined impact of Coachella and Stagecoach on the region has been immense. By 2016, the two festivals together were estimated to contribute a $704.75 million globally, with $403.2 million benefiting the Coachella Valley. Of that, approximately $106 million was directed to businesses in Indio, further solidifying the city as a key beneficiary of these events. From a tax perspective, the two festivals were projected to generate around $3.18 million in ticket taxes for the city, making a substantial contribution to local infrastructure and development.
Goldenvoice has taken active steps to protect the Coachella brand, filing several lawsuits to monitor the unauthorized use of the event's name or the suffix "chella." While the name Coachella has been associated with a town in the Coachella Valley since before the festival's inception, the festival's success has given the name a "secondary meaning," which enables Goldenvoice to trademark it. Defendants included the music festival Hoodchella, the film festival Filmchella, and Phillips 66, an energy company that promoted a Coachella wristband giveaway that went against the festival's terms of service. Other cases involved Sean Combs's “Combschella,” Urban Outfitters, and a Whole Foods store in Palm Desert that hosted a "Wholechella" concert and tasting event.
BEYOND THE TIMELINE
BEYOND THE TIMELINE
