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Coachella looks like fun and glamour for influencers. Behind the scenes, they fiercely strategize
Creators say brand invitations, sponsorships and platform shopping tools can turn Coachella attendance into a profitable content business.
- As the Coachella Valley Music and Arts Festival marks its 25th edition in Indio, California, content creators are descending on the event to monetize their attendance, treating it as an "influencer Olympics."
- Behind the scenes, Sydney Morgan and other creators engage in meticulous planning weeks in advance, coordinating outfits, filming schedules, and even selecting homes for video aesthetics before the festival begins.
- Platforms like YouTube Shopping allow creators to earn commissions through trend showcases, while beauty YouTuber Magdaline Janet said the festival "essentially is a beauty and fashion show along with music."
- While some creators secure brand deals with Coca-Cola and Absolut Vodka, entertainment host Louis Levanti said working without constraints allows him to "appeal to more brands" and maintain creative freedom.
- YouTube senior manager Matt McLernon described the festival as a "truly magical" intersection of fans and creators, with the platform offering simultaneous livestreams of seven stages to global audiences.
14 Articles
14 Articles
Coachella attracts social medial influencers who fiercely strategize behind the scenes
Social media content that comes out of the sprawling Coachella music festival often looks spontaneous and fun, but many content creators engage in intense levels of planning in advance.
'Influencer Olympics' kicks off at Coachella 2026
Sam Mintesnot had checked off everything she possibly could have from a long list of to-dos in preparation for the Coachella music festival. She crafted the best outfits, got her hair and nails done, booked a one-way ticket to Los Angeles and flew out on Tuesday with a spreadsheet full of ideas for videos she could post related to the festival.
Associated Press News
Coachella looks like fun and glamour for influencers. Behind the scenes, they fiercely strategize
Social media content that comes out of the sprawling Coachella music festival often looks spontaneous and fun, but many content creators engage in intense levels of planning and strategy weeks or even months in advance.
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