Transcript
0:00Coach Coach
0:01my whole feed is full of outfits and unforgettable moments.
0:05that the influencers experienced at the festival
0:06but I ask you something,
0:07how many publications did you see?
0:09of concerts and how many were branded
0:12let's talk about the business
0:14behind Coachella
0:15to see context
0:16Coachella is one of the festivals
0:17world's largest number of people per day two weekends
0:22one for influencers and the other for music fans
0:24generates an economic impact of around 700
0:27million dollars
0:28in its best year,
0:29it had a turnover of 114 million in tickets alone.
0:32a more or less affordable ticket
0:33$650 but here comes the interesting thing
0:35more and more Coachella's real business is not
0:38in the festival is outside
0:40around the festival there is a huge ecosystem of parties
0:43Pops of brands and events
0:45exclusives that have nothing to do with music
0:47for example Courtney Kardashian's Summer Camp
0:50hosts influencers give them massages
0:53comb their hair have private concerts
0:55Hailey Bieber's Rose set up a whole world with Sephora
0:59eight One eight tequila
1:00Kendall Jenner also has a party
1:02mega exclusive
1:03Jess rented a gigantic luxury villa complex
1:07basically
1:24is basically
1:251/4 full of free products
1:27of brands that want influencers to use them,
1:29wear them and publish them.
1:30designer clothing
1:31makeup skincare products lenses
1:34shoes all free in exchange for one thing gentlemen content
1:38influencers are formed and when they are allowed to pass
1:41they take everything they can
1:42we are talking about
1:43bags and bags of merchandise
1:45and this serves what is the result of the
2:03we saw the immediate impact
2:05on-site traffic and sales
2:07i.e.,
2:07a marketing agency that has worked with
2:10long time with Coachella
2:12said that brands today are hungry for content
2:15that the consumer needs new content
2:17so many times a day that the brands basically
2:19create as a content Wonderland
2:21that gives them a material bank
2:23to use for many months and that is exactly
2:25what Coachella does is a content factory.
2:28not a festival now how much brands spend an estimated
2:31says that they can become
2:33tens of millions of dollars in a single weekend
2:36we are talking about hosting
2:37production flights gifts activations
2:39etc.
2:39Coachella started in '99 as a festival
2:42independent rock
2:43alternative at lunch,
2:45tickets cost $50.
2:46today is honestly a marketing machine
2:48where US$700 million
2:51is the amount that brands compete for
2:53and who organizes the best parties
2:55invites the right influencers and then
2:58has a return on investment
3:00the music is Sabrina Carpenter Justin Bieber Karol G
3:03but the question is that at the end of the day
3:05Coachella is music or an influencer event.
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