Every year, over two weekends in April, a small patch of desert in Indio, California, transforms into the hottest place in the country. Most know it as Coachella – a once-independent music festival that first took place in 1999 and has grown into one of the largest of its kind in the world. But online, thanks the sheer amount of moneythat go into creator marketing, it has a much more apt name: the Influencer Olympics.
An estimated 375,000 visitors will flock to the festival this weekend to see headliners like Sabrina Carpenter, Justin Bieber and Karol G. But their stay on the site has long been more than just fun – it gives the creators’ online economy a tangible, real shape. Since Coachella found its rhythm and became profitable for the first time in the late 2000s, the festival has consistently promoted its celebrity guests. Stars like Kendall Jenner and Vanessa Hudgens defined a whole bohemian Coachella style back then. From 2011 onwards, the festival organizers began to systematically weave brands into the event – more pop-ups, sponsored parties and activations. And where brands appear, creators follow.
Coachella started as the “anti-Woodstock,” an experiment in the idea that a festival can provide its audience with a seamless, thoughtful experience. Today, the symbiotic relationship between brands and influencers is part of the festival’s DNA. The campground operates on layers of exclusivity that have steadily fueled interest and engagement online. For creators, it can be the most lucrative date of the year. Coachella didn’t invent the influencer – but it’s making him rich.
The Influencer Olympics
Justine O., a creator with over 300,000 followers on TikTok, has been posting behind-the-scenes content since 2023 about how being an influencer really works – from the first brand deal request to choosing the management team. She has been to the festival three times. The first time, in 2024, she earned nothing, but was provided with two VIP tickets as well as accommodation, transport and food for herself and a companion. In 2025 it was all that plus $25,000 on top.
“Coachella is definitely a business,” she tells ROLLING STONE. “I think influencers and brands alike are realizing how many eyes are on Coachella and how much is being talked about – especially since it’s become more influencer-centric. Brands are taking full advantage of that. They’re paying creators to go and produce content – so it’s become a real business opportunity.”
It’s not just the creators who are cashing in. From a marketing perspective, a brand might pay a creator thousands of dollars to appear or provide tickets in exchange for sponsored posts. But with engagement around Coachella content growing every year, a single post from a desert influencer can drive more social impressions than an entire month of consistent brand communication from an in-house team. “[Die meisten Marken haben] At such events, a marketing strategy that is heavily dependent on influencers. “You bring in a group of influencers and make sure to create as much content as possible,” says Sarah Pollack, VP Global Head of Consumer Marketing at Pinterest. “They usually look at impressions as a measure of success.”
Boycotts and backlash
But attention also means potential for conflict. This year, the displeasure in the comment columns was primarily directed at influencers who visited a Starbucks pop-up – a brand that has been boycotted for two years because of its alleged anti-union stance and its position on the Palestine conflict. People online know that when influencers post videos about brands at Coachella, there’s probably money behind them. And when it’s a brand that many reject, it feels like a betrayal. One of the most viewed videos that took aim at these creators was from Benton McClintock, who jokingly posted that he was at the festival with Lockheed Martin. His comments reflected what many TikTok users felt about the Coachella content stream. “OMFGGG I’m staying at the United Healthcare application rejection villa – see you soon!!!,” wrote one user. “Guys! The War Department wants to take me to Coachella!”, another.
Since Coachella has long been considered such a lucrative event, brands are changing their approach. Some are backing away from working with a lot of creators and instead relying on one or two big names. This can be hard for creators who are not included. Days before the first weekend, several creators publicly reported that brands had withdrawn their invitations – and attributed the last-minute cancellations to the fact that brands are increasingly focusing on maximum impact per euro invested.
Emmy Hartman, 26, has been making content since she was 17 when a video of her having an emotional breakdown in the car went viral. “Karma got its kiss from me,” she sobbed as she described what had ruined her day: a traffic ticket, puffy eyes and a bald spot. Even with 2.3 million followers on TikTok, she was excited when a brand invited her to the festival. (Hartman does not mention the name of the brand.) The deal was discussed, the required content was determined, and the agreement was described as “fixed”. And then, during the festival week, the cancellation came.
Rejections and second chances
“I understand that,” Hartman says. “I was excited. I love music and I love music festivals. But it’s not the end of the world.” Hartman emphasizes that the involvement around Coachella is not limited to the festival site itself – there are plenty of activities outside of the campground too. “I still went down for the weekend,” she says. “There is still so much to experience that is also suitable as content.”
For influencers who land a brand deal, the event is an enticing combination of networking, perks and real fun. Micky Gordon has been to Coachella before, but this year was their first visit as a brand trip. On TikTok, her 1.1 million followers dubbed the whole thing “Mickychella” and watched as soda brand Poppi paid Gordon and 10 companions a weekend at an Airbnb they called the “Mick Mansion.” She tells ROLLING STONE that it was the first time she really understood the term Influencer Olympics.
“I think creators really want to be there because it’s one of the few weekends where music, fashion, brands and community come together all at once,” she says. “You’re producing content, making connections, and the visibility is huge – with some of the best brands around. And as a bonus, you can justify multiple outfit changes every day! I feel incredibly lucky to call this my job.”
