Coachella 2024 Loses Its Luster as Influencer Fatigue Takes Hold
The iconic Coachella Valley Music and Arts Festival, once a must-attend event for music lovers and social media influencers alike, is facing a new challenge in 2024: influencer fatigue.
As the festival kicks off this weekend, early signs point to waning enthusiasm and slower ticket sales, with some experts attributing the shift to the overwhelming presence of influencers and brands.
Influencer Overload Overshadows Music
In recent years, Coachella has become known as much for its Instagram-worthy moments as its musical performances. However, a survey of 3,000 U.S. residents revealed that 75% believe influencers are overshadowing the festival’s primary purpose, while 68% expressed disdain towards the escalating presence of brands and social media influencers.
“The quest for internet clout has surpassed the significance of attending the festival to witness artists perform live,“ notes Matt Ferrel, head of growth at ticketing company TickPick.
This shift in focus has led some to declare Coachella as entering its “flop era”.
Slower Ticket Sales and Resale Struggles
Despite a star-studded lineup featuring headliners Lana Del Rey, Doja Cat, and Tyler, the Creator, along with a highly-anticipated reunion of No Doubt, Coachella 2024 is experiencing its slowest sales year in over a decade.
Tickets for the first weekend have sold out, but those for the second weekend remain available.
Moreover, resale tickets are being offered at prices significantly below face value, a stark contrast to the festival’s 2015 edition, which sold out in a mere 40 minutes.
This trend suggests that the allure of Coachella may be fading among its core audience.
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The Cost of Clout
The pursuit of the perfect Coachella moment has driven up costs for attendees, with VIP packages and luxury experiences commanding premium prices.
“If you’re doing it with friends, renting a house, driving out to the California desert … it’s expensive compared to big festivals like Bonnaroo, where people go camping,” explains Ferrel.
As influencers dominate the visual narrative surrounding Coachella, the festival risks alienating its “common” attendees who may feel priced out of the experience.
A Turning Point for Coachella?
While Coachella 2024 is still expected to draw significant crowds, the growing influencer fatigue and slower ticket sales may signal a turning point for the festival.
As Ferrel puts it, “I think [Coachella] maybe flew too close to the sun and this is their Icarus moment. We built a full city in the desert and now it’s a little too big. Now we’re seeing this right-sizing.“
As the festival landscape continues to evolve, it remains to be seen whether Coachella can recapture its former magic and strike a balance between musical excellence and the allure of social media clout.
