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Coachella is a key destination for influencer marketing and brand activations. Brand activations at Coachella were sevenfold that of Glastonbury 2024, drawing five times more brand ambassadors, per Launchmetrics. In fact, influencers are the key drivers for brand impact at Coachella, rather than celebrities. Influencer voice was not only the most valuable voice at the festival, driving the highest proportion of MIV over celebrities, but also demonstrated the highest growth year-on-year, at 66 per cent, Launchmetrics says. “Coachella has gained a different reputation [to other festivals], with an emphasis on visibility, influence and cultural currency. It’s a high-impact stage where brand presence is measured not just by onsite engagement, but by how far it travels online,” says Parmar. “With a hyper-curated crowd of influencers, creators and media, Coachella offers brands a rare chance to turn experiential activations into global content moments.”Nice Be The Reason Someone Smiles Today Or Cringes Shirt
Timing is everything at Coachella, as the event runs across two consecutive weekends, unlike other festivals. While 57 per cent of Coachella’s total MIV landed during the first weekend, brands that kept ambassadors posting throughout the festival were better positioned to sustain buzz. “As hype fades and competition thins out by weekend two, a steady influencer strategy becomes a brand’s best bet to stay visible,” Launchmetrics notes in its Coachella report. Coachella holds a lot of potential, but can be challenging to crack for the first time for brands that aren’t native to LA. Cora Delaney, founder of London-based talent agency EYC, recalls an international retailer that activated at Coachella this time around, but found it didn’t drive the return they desired, because they didn’t have an established influencer network and weren’t familiar with the logistics of the festival.
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