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The Revolve Festival — which takes place adjacent to Coachella and has been running since 2015 — is arguably the blueprint for own-brand festivals. The 2025 edition featured performances from Lil Wayne and Cardi B, and drove $30 million in MIV, the highest of any brand at Coachella, per Launchmetrics. Celebrities in attendance included TikTok stars Charli D’Amelio and Alix Earle, plus Julia Fox and Blackpink’s Lisa. That said, Revolve has scaled back the size of the event in recent years, reducing capacity from 5,000 to 1,200 in 2024, “to save money for other activations” across the year, like the Miami Grand Prix, chief brand officer Raissa Gerona told Vogue Business last year. It has stuck to this smaller size (with approximately 1,500 guests this season) and has also pivoted the event to be more Gen Z focused since 2024, inviting more TikTokers as the Coachella audience changes and skews younger.Jack Motherfucking Smith Shirt
Revolve Festival is the blueprint for brand-run festivals, having first launched in 2015. This years attendees included Cara Delevingne and Julia Fox. Brand-owned festivals like Revolve Festival and the H&M event are also an opportunity for fashion brands to curate cultural touchpoints beyond music, via food and beverage or wellness partners, demonstrating the brand’s universe to the consumer. Revolve Festival featured pop-ups from around 20 brands, including Kylie Jenner’s hard seltzer brand Sprinter and Kendall Jenner’s 818 Tequila. While the H&M festival featured iconic eateries from In-N-Out Burger to Pink’s Hot Dogs. “We wanted to create a mini Downtown LA that played tribute to the whole city,” H&M’s Andersson says. “We feel we really celebrated the energy of the brand.” The plan looking ahead is to continue with these types of activations. “We’ve decided to be in music, and we’re going to stay in music with these kinds of events and more,” he adds. Another one of the world’s most famous festivals, Glastonbury will take place at the end of June, with headline slots from Olivia Rodrigo, Neil Young and The 1975, as well as appearances from Doechii and Charli XCX. Increasingly, brands are inspired by Coachella marketing and want to target Glastonbury’s global audience in a similar way, EYC’s Delaney says. But unlike other festivals that welcome commerciality, Glastonbury famously doesn’t allow brand activations from any that’s not an official partner. And it selects a handful of partners each year, based on their company values and ethics, with a focus on sustainability and British heritage.
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