Revolve’s annual Coachella-adjacent “Revolve Festival,” Poppi’s Alix-Earle-themed Coachella activation and influencer invitations from Coachella itself were among some of the trends from the first weekend of the music festival.
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Revolve and Charli D’Amelio, Campbell and Jett Puckett, and more: Celebrities and influencers flocked to Revolve’s seventh annual “Revolve Festival”—the clothing retailer’s invite-only Coachella-adjacent party in Palm Springs, California—this weekend, including Charli D’Amelio, Brazilian beauty YouTuber Camila Coelho, vlogger Emma Marie, and TikTok’s viral “Pookie” couple Campell and Jett Puckett. Several brands sponsored this year’s party, including model and influencer Hailey Beiber’s skincare brand Rhode and Kendall Jenner’s 818 Tequila.
Poppi and Alix Earle: For its Coachella activation, gut health soda brand Poppi renamed the music festival “Coachearlea,” after its guest of honor, Alix Earle. Earle’s sister Ashtin, makeup artist Patrick Ta and several other creators joined Earle at Poppi’s Coachella house, which the brand decorated in lime green and lemon yellow to match its latest soda flavor.
American Express, Madeleine White and Reneé Rapp: A financial services company may seem out of place at a music festival, but American Express’ ethereal pop-up experience in partnership with artist Reneé Rapp joined a plethora of fashion, beauty, skincare and food and beverage brands activating at Coachella. Madeleine White, one of the brand’s ambassadors, walked her audience through American Express’s Coachella experience, which also included a marketplace for small businesses.
Coachella and Nadya and Issa Okamoto, O’Neil Thomas and more: Coachella organizer Goldenvoice extended festival invitations to several creators this year, including TikTok creators (and sisters) Nadya and Issa Okamoto; actor and content creator O’Neil Thomas; and YouTuber and entrepreneur Remi Cruz—potentially in response to Coachella’s sluggish ticket sales this year.
Pinterest partners with Coachella: Pinterest headed to Coachella for the first time this year with its “Manifest Station,” which allowed attendees to tap into fashion and beauty trends Pinterest predicted for the festival, such as the lace and ribbons of “Lana Del Rey core” and the silver and chrome jewelry and makeup of the “hot metals” trend. The platform tapped Girlbosstown, whose real name is Robyn Delmonte, to outline some of these trends and how they might show up in influencers’ festival looks this year.
Roughly 40% of the tens of millions of Pinterest searches related to Coachella this year stemmed from Gen Z consumers, according to a Pinterest blog post.
YouTube sponsors creators at Coachella: YouTube, which this year streamed Coachella performances through its platform, tapped more than a dozen creators to promote its livestream of the music festival. Some of those creators actually attended Coachella and talked about how they’d be able to watch back any performances they missed while running around the festival grounds on YouTube, while others instead showed how they were tuning into Coachella from the comfort of their homes.
Airchat enters the chat: As influencers and brands swarmed Coachella this weekend, a new social media platform climbed through the app store ranks: Airchat. The platform is essentially an audio-based version of X (formerly Twitter) or Threads in which all posts are transcribed audio recordings rather than written text. Most of the invite-only platform’s users at this point consist of “tech enthusiasts, early adopters, venture capitalists and journalists,” according to Wired.
Coachella has become a prime target for complaints about the growth of the influencer industry over the years, with people complaining each year about the music festival transforming into an “influencer playground.” One of the most-viewed TikTok videos in this vein over the weekend was from user @mellimelons, who called out influencers staying at the same hotel as her for doing little to create content for the brand paying for them to attend Coachella.
Her video sparked a debate in the comments, with some users defending the unidentified influencers in question and saying the reason they weren’t recording themselves at the hotel pool was because they were likely resting in their hotel rooms or preparing for Coachella itself. Others agreed with @meliimelon and said the creators should have been at the pool as brand reps apparently asked them to—one comment with more than 22,000 likes read, “I would be OUTSIDE the whole time if i got invited 😭”
Even Threads couldn’t escape the influx of Coachella posts from creators. Several creators, including YouTuber and actress Teala Dunn, showed off their festival outfits or shared other photos from Coachella on Threads along with the usual suspects, Instagram and TikTok.
