Last year the sun-baked California desert came alive as the iconic Coachella Valley Music and Arts Festival made its triumphant return after a two-year pandemic-induced hiatus. The event wasn't just a gathering of music aficionados and fashion enthusiasts; it was a testament to the resilience and vibrant optimism of a generation eager to break free from the shackles of isolation and despair. Yet the prevailing sentiment was that Generation Z, tempered by the trials of the past, was ready to forge a better world for themselves and others.
Leading us to Coachella 2023, the ripples made last year by Gen Z are now reshaping the music festival experience. This year’s Coachella will be different, the impact of Generation Z on businesses, brands, and the event itself is unmistakable, and going into the weekend, we can already see how this generation will transform all festivals moving forward.
The commercialization of Coachella has been a hot topic of debate among critics and music lovers alike. What had started as a celebration of music and art has turned into a spectacle of vanity and commerce. Models and influencers in skimpy outfits and floral accessories prioritized posing for Instagram photos sponsored by brands that paid them to promote their products. However, the presence of Gen Z has only increased the criticism by shedding light and calling out all those elements, from the brands that show up there to the climate impact created by all the clothing worn there. They’ve brought a renewed energy and perspective that infuses the event with a different energy duality that celebrates their optimism for the future while also murmuring their discontent surrounding how everything in their lives has gotten too commercialized as Gen Z lives in a world where they often challenge stereotypes, pursuing financial security and family support. Gen Z's exerting its influence by using their social media savviness to monetize their creative passions, from rethinking how they can use their rental apartments to make money to suffering from burnout as they try to make a successful career of their online presence.
The pandemic had changed everything, but not the passion of Gen Z for fashion. Especially when it came to Coachella, the ultimate music festival and a showcase for their creativity and identity, as searches for #Coachella on TikTok are up 205% over the past week. And no one understood them better than Taylor Swift, the pop star who had reinvented herself with every album, from country sweetheart to edgy rebel to indie folk singer. She had also mastered the art of TikTok, the social media platform that had become the new stage for her fans to express themselves. With her Eras Tour, she had invited them to join her on a journey through her musical evolution, and they responded with enthusiasm and dedication. They had spent hours crafting outfits that matched each era of her career, from leather jackets and snake rings for Reputation to floral dresses and cardigans for Folklore. They shared their transformations and inspirations on TikTok, using the hashtag #ErasTourOutfits to connect with other Swifties. And they had turned the stadium into a runway, admiring and filming each other’s looks as they waited for their idol to appear. By extending the experience online, Taylor’s bypassed the murmurs about the cost of attending her events, especially when she knows that not everyone can attend or afford these cutting-edge looks.
Brands must note the potential to engage with this vibrant demographic. And so many brands are trying but potentially setting themselves up for failure by using dated techniques to stand out. Clinique, for example, is trying to make a splash with its Hydration House campaign and pop-up shops at Coachella. Other skincare brands have followed suit, all vying for the attention of Gen Z festival-goers. But those brands run the risk of missing the point. Using old tactics of the past that worked so well with past generations may prove not to activate this generation as effectively as they had done with Millenials. The flashing signs indicating that old tactics are now useless are flashing everywhere. Is Coachella as a whole over? Well, according to Deuxmoi, 67 percent of respondents said YES. While that doesn’t mean the event is over, its lasting relevance is waning as a new influential generation comes of age and influence. Skiddle, a ticketing platform, says that searches for “Coachella” has seen a 145% increase in searches for the event this year. Still, the festival organizers need to ensure brands don’t fall into their old tropes and back into the influencerification expectation that has only killed the magic that was once at the festival. Instead, they need to embrace the new habits of this generation and meet them where they are.
That’s why so many festival goers aren’t aware of what might be the biggest bet that Coachella is taking, because most Millennials aren’t spending enough time gaming. Enter Coachella Island in Fortnite. This risky collaboration reimagines the festival experience, offering a digital realm beyond simply mimicking reality. With exclusive skins, music-reactive cosmetics, in-game emotes inspired by Bad Bunny and Burna Boy, and a lineup boasting Frank Ocean and Blackpink, Coachella Island bridges the gap between music and technology in a way that resonates with Gen Z. By pushing for accessibility, Coachella has a chance to change the music festival landscape, yet again.
As the eclectic energy of Coachella 2023 intertwines with the influence of Generation Z, a remarkable revolution is unfolding, shaking up not only music festivals but also the world of marketing and branding. This generation's impact extends to social commerce, with brands and platforms prioritizing interpersonal connections and integrating products into Gen Z's special moments. In 2014, Coachella officially transformed into a commercial event as it became the go-to event for the influencer elite, as all music festivals turned into influencer exhibits waiting for their "Kylie moment." Everything is in place for the next wave to start at Coachella 2023. However, it won't be at the Coachella Valley this time, but inside Fortnite's metaverse. This groundbreaking fusion of music and technology sets the tone for brands moving forward as they strive to stay relevant and connected with the ever-evolving Gen Z audience.