Is Coachella successful?

Coachella, the iconic music and arts festival, has long been a hub for cultural trends, celebrity sightings, and influencer marketing activations. 

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But this year, there seems to be a shift in how the festival is perceived.

From questionable brand activations to influencer saturation, many are questioning whether Coachella has lost its magic.

Has it become just another marketing opportunity for brands and influencers? And if so, is this a case of overkill?

Coachella has always been more than just a festival – it’s a cultural milestone. Over the years, it has evolved from a gathering of music lovers to a massive stage for brand activations and influencer content. Initially, this seemed like a natural progression. Influencers and celebrities flocked to the desert in droves, showing off their Coachella-inspired fashion, soaking up the sun, and partying with a curated selection of brands. It felt like a perfect blend of culture and commerce.

But as the years have gone by, the allure of Coachella has started to fade. Critics have raised concerns about the festival becoming too commercialised. In 2025, it seems like Coachella's once-invincible aura is starting to crumble. From the disjointed lineup to the overwhelming presence of branded experiences, Coachella feels more like an influencer circus than the creative spectacle it once was.

Coachella has become a playground for influencers, with some making it their sole mission to showcase their festival style for brands. The Instagram aesthetic has replaced actual festival experiences for many, as influencers flood social media with selfies, sponsored posts, and brand partnerships. But is this doing more harm than good?

This year, the influencer scene at Coachella reached an all-time high. The influencers aren’t just attending; they’re shaping the festival’s narrative. From personal branding to exclusive brand activations, it’s clear that many influencers view Coachella as an opportunity to boost their profiles and secure lucrative brand deals. But when almost every influencer is offering the same curated content, it risks diluting the impact of the event itself.

For brands, Coachella represents the perfect marketing opportunity. With an audience of trendsetters, cultural tastemakers, and millions of potential customers, it’s a prime stage for brand activations. However, this year, some brand activations have seemed out of touch. The oversaturation of brand activations is one of the main reasons Coachella’s magic feels lost. From pop-up photo ops to influencer-driven giveaways, these activations often overshadow the music and creative aspects of the festival.

In 2025, many attendees reported feeling like the brands had taken over the festival. Instead of a seamless integration into the experience, brand activations seemed forced and disruptive. It was clear that some brands were more interested in their own visibility than in connecting with the festival’s audience in an authentic way. When brand strategy focuses more on visibility than on true engagement, it can feel disingenuous.

Yet, some brands have managed to make their mark in ways that feel more natural. For example, brands that integrate experiences with the festival, such as artist collaborations or exclusive behind-the-scenes content, tend to resonate more with the audience. This demonstrates how brand activations, when done right, can elevate the experience rather than detract from it.

It’s not just about influencers. Coachella itself has become more of a marketing event than a celebration of music and culture. From the over-the-top brand activations to the influx of influencer content, the festival's shift towards commercialisation is palpable. For many, it feels like the festival has lost its soul, traded in for a paycheck.

This isn’t to say that Coachella’s commercial side doesn’t have its place – it’s part of the evolution of any major event. However, the delicate balance between culture and commerce seems to have tipped in favour of the latter. As Coachella becomes more of a platform for brand strategy than an authentic cultural event, it's no surprise that some are questioning whether it has "flopped" in 2025.

Coachella’s relevance is evolving, and its shift towards influencer-driven content and brand activations has made it harder to retain its original identity. While the festival still holds cultural significance, the oversaturation of commercialised experiences is leaving audiences questioning its authenticity.

For brands looking to make a real impact at Coachella, authenticity is key. Rather than simply using the event for visibility, brands must focus on creating meaningful connections that resonate with their audience.

At Serotonin, we can help you build tailored strategies that ensure your brand stands out in a crowded, influencer-driven world. Get in touch with us today.