Is Coachella… Boring Now?

What was once a niche music festival has now become nothing more than a backdrop for sponsored posts.

Last weekend, the infamous music festival took place. Over the years, we’ve watched Coachella grow, entering our cultural atmosphere and rising in popularity.

We saw some of our favourite celebs from the early 2010s reunite at the event to hang out like regular people, while still influencing cultural fashion—turning ‘Coachella season’ into its own iconic moment. Coachella royalty like Vanessa Hudgens played a role in shaping the boho-chic aesthetic we all know and love today, becoming one of the defining faces of the festival’s golden era.”

In recent years, Coachella seems to have lost its cool edge. It’s now often referred to as the ‘Influencer Olympics,’ a term used to describe the flood of social media influencers invited by brands.

What was once a fun, niche music festival has turned into a brand-heavy event filled with promotional content. Instead of seeing our favourite influencers genuinely enjoying the festival, their feeds are now packed with sponsored posts, part of the contract that comes with their attendance.

 

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As a result, many celebs appear to be putting in less effort at the festival. Take the Jenner sisters, for example. Kendall and Kylie were once known for their iconic festival looks, often partying with fellow A-listers like the Hadid sisters and Hailey Bieber.

This year, their vibe was much more toned-down. Kendall wore a picnic-ready midi dress while promoting her 818 Tequila at their branded booth. Kylie kept it super casual in denim jeans and a plain white tee while cozying up with actor boyfriend Timothée Chalamet and catching Charli xcx’s set. Fans online were quick to point out how laid-back celebs have become at events like these.

This contrast between celebrities and influencers has become stark—while influencers try hard to stand out, celebrities seem to be dialling it back. What was once a boho-hippie aesthetic is now more of a fashion competition, with influencers aiming to wear the most unforgettable outfit.

Many of these influencers don’t even seem interested in the artists performing. Social media reactions highlighted how disengaged the crowd was—people were glued to their phones, more focused on Instagram content than the music.

@bensonboone

Mystical Magical.

♬ Bohemian Rhapsody – Remastered 2011 – Queen

Even mainstream artists are noticing. Benson Boone, who had a career-defining moment last weekend when performing ‘Bohemian Rhapsody’ alongside Queen’s Brian May, commented on the crowd’s lack of energy in a TikTok. Viewers agreed, saying the legendary guitarist deserved better than a passive audience.

Pop icon Lady Gaga returned to headline the festival on Friday night, not performing since 2017. Many noted that influencers left her set early to hit brand-sponsored afterparties.

Fans called this disrespectful as Gaga served an unforgettable theatrical production, showing her evolution in the industry. From her early 2010’s hits to ‘A Star is Born’ tribute set – Gaga was all the rage this year, but that didn’t stop influencers from leaving early on.

Many now feel that Coachella has lost its charm. The once free-spirited, music-loving festival has been overtaken by brands and influencers, turning it into a giant commercialised event. With influencers snatching up tickets, fewer music lovers are able to experience it firsthand. One thing’s for sure—Coachella isn’t what it used to be.

Words by Alyssa O’Sullivan