If you scroll through the TikTok page of Miami-based social media strategist Linda Kudros, you’ll see viral videos from what she calls the “pre-Coachella era of influence.” There are many flower crowns, celebrity encounters and above all social media influencers.
Entering its second three-day weekend this year, the Coachella Valley Music and Arts Festival in Indio, California has changed since Kudros performed in 2014, 2015 and 2016. Judging by the comments on the video, which has nearly a million views, he isn’t. The only nostalgia for the Coachella he once knew. “It makes me want to quit, but now it’s basically a money pit for influencers,” said one viewer. “It was a throwback when it was a separate event,” wrote another.
Like many others, Kudros said the music festival has become an “Olympiad of influencers,” referring to the online creators who have taken over the event in recent years. (The festival has been canceled in 2020 and 2021 because of the pandemic.) “Coachella was about discovering new music that you’ve never heard before. And without worrying about how people see you on Instagram and what you wear. Something for their phones. .”
Also read: Why is Frank Ocean not performing at Coachella this weekend?
Brands, fashion and maybe some music
As online content creators have revolutionized many industries, from cosmetics to marketing, it’s no surprise that music festivals began making their mark in 1999. At Coachella, like other popular events, brands sponsor by giving away tickets to attend the festival. . and access. Exclusive members with brands created in their presence.
Today’s TikTok’s Alex Earl visited Coca Cola this year, flew in her private jet, wore jeans and at home and performed at the GUESS Originals clothing brand’s Compound Festival. She has more than 5 million subscribers. Fashion is more important to the chains of festivals than music. Earl’s videos at Coachella have garnered more than 100 million views, becoming his most viewed videos ever. (Of the more than 25 videos he uploaded to TikTok, only one had background music.)
Beware of holiday fakers
Content related to parties and photo booths will make the author’s millions of followers want to be there too. According to influencer and singer Lauren Gray, who has more than 75 million followers on various platforms, most of it is smoke and mirrors. Gray gave the crowd a behind-the-scenes look at the fact that many internet personalities don’t even attend music events. Even those without trademark protection will try to create relevant content.
Gray also refers to the celebration as an “Olympic event” in a video posted on TikTok. “They went to the desert to take Instagram photos and make Tiktok and shoot [videos] with me and then come back,” she says. “If you’re bored and sad that you’re not at Coachella, know that most of these people aren’t there. It’s very normal.”
Quad is the same. “Some influencers go to the desert before and after parties and always skip the party. There’s a culture of being more visible,” he told TIME.
From YouTube to TikTok
The event and the resulting content have been prepared. Kodros, along with other Tik Tok commentators, recalls that before Tik Tok took off, YouTubers tried to create the perfect, envy-inducing whole Coca-Cola content at an event. This still applies to famous Tik Tok creators like Earl. But the arrival of Tik Tok has inspired many small creators to create short, clear videos to show what the event is “really” like.
This was confirmed last year when TikTok micro-influencer Revolve Festival, Coachella’s first invite-only event, suffered long hours in the heat due to poor logistics. This year, many have called Frank Ocean’s headline weekend on Tik Tok late, disappointing and short. He has since been sidelined for the second weekend with a foot injury.
Finally, Kudros wants to return to Coachella. He attended many festivals, but Coachella is his “main festival”. But when he finally finds himself, he goes crazy with joy when he realizes that things can be different.
“The Coachella I went to was about living in the moment, having fun and enjoying the music and the atmosphere,” he says. Those days can never come back