5 Ways Coachella Marketed Itself To An $82.4m Music Paradise
Coachella has skyrocketed to success since the inaugural music festival in 1999. Key elements such as graphic design and diverse musical line-ups have attracted the masses.
The Coachella Valley Music And Arts Festival (most commonly referred to as simply, Coachella) is an annual music and arts festival held in Southern California’s Colorado Desert. Coachella is one of the largest, most famous, and most profitable music festivals in the United States today, but it wasn’t always this massive. Coachella’s 1999 premiere festival was financially disastrous. Less than half of the targeted audience showed up. Since then, attendance has increased 500% and in 2015 it grossed a record breaking $82.4 million.
Below are ways Coachella has been able to become successful in the past years.
1. Implementing Graphic design and Branding That Is Clearer Than The Palm Springs Skies
Coachella has made themselves synonymous with pastels and palm trees, matching the vibe of their Indio Valley location. The music festival’s perfect branding ranges from their iconic Coachella graphic design implemented into their website, Coachella logo, package they send attendees showcasing their tickets, branded calendar and festival poster.
It’s the small graphic design details that create hype around the festival and encourage attendees to share their excitement on social media.
2. Fashion Marketing Has Become Synonymous With Coachella
The tell-tale marker of how successful Coachella has been at branding is that the festival-goers fashion matches the graphic design elements of Coachella branding. Attendees embody dreamy, desert vibes with their pastels, fringe, cut-offs, floral kimonos and flower crowns that saturate your Instagram feeds the moment Weekend One starts.
3. Using Technology To Push Boundaries and Strengthen Brand
Implemented within the Coachella website, graphic design was the use of livestream technology. In 2011, Coachella introduced a livestream for those who were unable to go to the festival. The livestream was viewed more than 4 million times, and increased worldwide brand awareness.
4. Fashion Influencer and Celebrity Partnerships
When celebrities and influencers are your fans, you’ll win over their fan bases too. Fashion influencers deck themselves out in desert fashion, inspired the festival’s graphic design branding, while attracting their personal audience to attend. It’s a win-win for both the influencer and Coachella. Both parties are able to enhance their image and popularity.
Coachella’s perfect branding is due to their budget, courtesy of sponsors and record-breaking ticket sales. Money may not be able to buy you happiness, but it can definitely buy you a remarkable brand identity.
5. Diverse and Inclusive Environment
Complain all you want about how mainstream Coachella has become, but marketers would say they did it right. The event features a wide variety of music genres, from rock to indie to hip hop to electronic dance music. With headliners like Beyonce, The Weeknd, Eminem to artists like Elohim, Petit Biscuit, and San Holo, the festival line-up comprises something for everyone.
With its clever artist selection, marketing by their graphic design tools, Coachella establishes an inclusive atmosphere where everyone is welcomed, no matter their music preference. The result is a wider target audience to generate buzz through word-of-mouth.
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