“It felt like one of those museums where you only go to get selfies, rather than a music festival.”
after transportation and logistical mistakes. Many of these companies, including Adidas, Revolve, and H&M, have relied heavily on influencer marketing in recent years.
Mahdesian said watching the content from outside the festival feels like a culmination of the microtrends happening online, but IRL. “I don’t know, everyone looked the same,” she said. “The commercialism and the marketing killed the authenticity part of it for me. I don’t even think I’ve seen content about the music. It felt like one of those museums where you only go to get selfies, rather than a music festival.
“Sometimes the negativity gets more hype and more eyeballs,” Mahdesian said. “The positive content seemed like it was more about getting vlog footage rather than seeming like an actual fun time. But you know, the headliners were amazing. The TikToks I watch of Doja Cat, she seems like an amazing performer.”
Lee agrees with the sentiment. “All the A-listers are dressing normcore now,” she said. “They’re not putting on the performance for the festival now. But there’s maximalist TikTok girls who are dressing up, because that’s how your content stands out at Coachella. But the A-listers already have status. They don’t need to perform for the internet to elevate their status.”
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