Behind the glamorous posts from Coachella lies a world of intense strategy, as content creators plan for months to secure brand deals and maximise their exposure at the festival, often dubbed the 'influencer Olympics'. Sam Mintesnot, a content creator, flew to Los Angeles without a ticket, armed with a spreadsheet of video ideas, hoping for a last-minute brand invitation. Her gamble paid off when YouTube invited her just two days before the event.
Coachella, now in its 25th year, is a key opportunity for creators and brands alike. While the resulting social media content appears spontaneous, the reality involves weeks of meticulous planning, including securing partnerships, scheduling sponsored posts, and curating outfits. Creators like Mintesnot often face online ridicule for seeking free access, but such strategies can be effective.
YouTube's head of artist partnerships, Matt McLernon, highlighted the festival's significance as the platform's largest livestream music event. He noted that creators have added a new dimension to Coachella, with as many cameras in the crowd as on stage. The festival's livestream, featuring headliners like Sabrina Carpenter and Justin Bieber, reaches a global audience.
Monetisation varies among creators. Fashion and beauty influencers leverage shopping tools on TikTok and YouTube to earn commissions from outfit and makeup inspiration. Magdaline Janet, a beauty YouTuber, credits YouTube Shopping for enabling her full-time career, noting that Coachella is as much a beauty and fashion show as a music festival.
Some creators, like Sydney Morgan, buy their own tickets and treat the festival as a business investment. Morgan and her friends, all content creators, rented an Airbnb chosen for its visual appeal and planned a full day of content creation before the music began. 'We talk about it all year and romanticise it,' she said, acknowledging that their audience shares that excitement.
