Trending 19th April 2022 by Denise Curtin

Do Influencers Actually Enjoy Going To Coachella Or Is It Just About Capturing Content?

Denise Curtin questions if the Indio music festival has more to it than 'doing things for the internet'.

From about the years 2015 to 2019, I’d get a sharp pang of sadness mixed with extreme FOMO every time April came around. The month of Coachella and during that time, the number one festival on my bucket list. A festival whereby celebrities just roam about in their thousands, the weather is guaranteed sunshine, everyone is dressed to the nines, the lineup is pretty mainstream but very decent, there’s palm trees everywhere and the vibes always appear immaculate.

But then, come 2020, the festival got cancelled due to Covid-19, and in its absence, TikTok emerged. Replacing Musical.ly and feeding our social media addiction with fast video snippets and less ‘curation’ than what we were used to on other apps, TikTok became a pandemic crutch for many, full of funny videos, relatable content, addictive dancing, food recipes, and so the list goes on.

However, as we leave the pandemic behind and return to “normal life” if you’d so call it that, it’s strange yet very interesting to see the amalgamation of pre-pandemic life and its “curated paradise” alongside the likes of TikTok and its algorithm driven by providing actual authenticity.

This month, more so that ever, it really opened my eyes to the jarringly different depictions of Coachella music festival, provided both by Instagram and TikTok creators, giving two totally different sides to the show.

 

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A post shared by kate elisabeth (@kateelisabethxo)

On one side, you’ve got what we’re all used to, the cute Insta-perfect shots in front of the ferris wheel, walking in the desert, giving the peace sign, sipping a drink, at *dare we say it* Revolve festival, and ending things with a night shot by the main stage to the lines of ‘Coachella’s like a fairytale’ etc…

However, now we’re seeing a different side to the Californian music festival from the TikTok perspective, providing users with a platform to have their voices heard – despite following, and well, it’s pretty eye-opening.

Highlighting the sides to Coachella that have never made the ‘gram, we’ve now heard about the challenge to get to and from the festival with people often waiting hours to nab a taxi home, the long walks onto the festival grounds, queues and seriously  – lots of them, with the lines to even get merchandise taking upwards of an hour, meals starting at $25 from all stands, and no drinking on the festival grounds besides in designated areas. Yep, oh and did we mention the cost of nearby accommodation, let alone the cost of getting to California.

It would make you wonder — what’s the draw? Do influencers and content creators fly all the way to Coachella because it’s actually fun or because it’s a smart marketing move to grow your fanbase, your brand, and take fashion shots with a nice backdrop before the European slate commences?

Content creator, analyst and fashion writer Mandy Lee @oldloserinbrooklyn put it perfectly when she discussed how Coachella highlights the now goal of festival culture and it’s ‘no longer about the music – like at all, it’s a sidekick, and the main event is doing things for the internet.’

Continuing, she notes how it’s rarely pictures of the acts you see, but performance fun for the internet. Showcasing influencers head-to-toe in new outfits, marketing and promoting brands they work with and capturing great content. ‘When I really analyse what Coachella is, it’s a content festival, with music in the background,’ and it’s a very interesting take from Mandy.

“Many brands now ‘take you’ AKA buy your tickets in exchange for promo” revealed one TikTok creator Jaz Melody, who admitted that seeing your favourite artist makes it feel like it’s worth it, but in reality, she confessed that she didn’t even end up going to day two because she got what she needed from the event.

 

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A post shared by Jaz🌹🌈 (@jasminemelodyy)

Now, that’s not to say that I think influencers and festival attendees all head off to Coachella and have a really shit time. In fact, I’m sure most people have an absolute ball and make the most of it, but I find it quite fascinating to see how TikTok has lifted the lid on how for many content creators and brands, Coachella provides the perfect setting to elevate their image, network and grow. They might not even see any downsides or faults with the festival because they’re not really there to explore it. Seeing Harry Styles is a plus, but gaining those sweet new insights and higher traffic is the main goal, like a business expo for social media stars.

It’s a totally savvy move, but for those who are basing their trips off one social media star’s post, I’m here to caution you that you might be let down. Remember to do your research before you go, don’t be afraid to reach out and ask people their prior experience at the festival, tips and tricks and some friendly budgeting advice; remember Coachella often costs thousands!

Plan the trip so you have the best time possible and remember that not all is as it appears on the gram’, a little bit of TikTok realness thought me that.

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