Taking advantage of the momentum: Coachella version
The truth is, you don't have to be performing on the Coachella stage to be able to capitalize on it. Through a good influencer marketing strategy, artists can make waves during the most content-dense weekends of the year—simply by being in the moment.
When people think of Coachella, they picture headlining acts, viral outfits, and a flood of content across social media. But behind the glitter and guitar solos, there’s something way more valuable happening for artists: massive momentum.
The truth is, you don't have to be performing on the Coachella stage to be able to capitalize on it. Through a good influencer marketing strategy, artists can make waves during the most content-dense weekends of the year—simply by being in the moment.
Let’s talk about how.
Why Coachella is a goldmine for music discovery
Coachella isn’t just a music festival anymore. It’s a content marathon. Every hour of the weekend, creators are:
- Posting GRWM (get ready with me) content with trending sounds
- Dropping recap vlogs set to emotional tracks
- Sharing party scenes, dance edits, and photo dumps scored to whatever feels right
The festival features multiple stages, including Sahara, Yuma, Outdoor Theatre, Gobi, and Mojave, each hosting performances by a diverse range of world-renowned artists, highlighting the festival's expansive lineup and rich cultural experience.
And that’s where opportunity lives. Because songs that soundtrack the weekend’s most iconic content often see a spike in:
- Streams
- Audio uses on TikTok and Instagram
- Playlist adds
- Search volume
All without the artist stepping foot on festival grounds.
You don’t have to headline to go viral
One of the most strategic examples of this? Latin trap artist Eladio Carrión’s 2023 campaign for “Coco Chanel.”
While most artists spend Coachella weekend getting ready for performances or enjoying the festival as fans, Eladio flipped the script. He hosted a private content house near the festival, bringing together top influencers across LATAM and the U.S. for a weekend of immersive, music-driven content creation. The location? Instagrammable, to say the least. The energy? Coachella level. The soundtrack? You guessed it: “Coco Chanel.”
The general atmosphere of Coachella, especially during the significant dates of April 11-13 and 18-20, 2025, is electric and diverse, attracting a wide range of music lovers and festival-goers. Rather than relying solely on paid placements, the activation focused on curating genuine moments: getting ready for parties, lounging poolside, festival themed outfits, all layered with the track in the background. Influencers shared what felt real and the audience responded.
The results spoke for themselves:
- Over 109 million Spotify streams for “Coco Chanel”
- 1M+ organic likes and thousands of shares across Instagram
- 80% of content creators included the track organically in their posts
- Spike in audio uses on TikTok as fans recreated the vibes
The brilliance of the strategy? Eladio didn’t perform at Coachella. He didn’t need to. He placed his music in the heart of the cultural storm and let creators carry it.
The power of association in live performances
When your music becomes part of the Coachella content cycle, audiences associate your song with one of the most exciting, aesthetic, and aspirational weekends of the year. That builds emotional attachment, which builds repeat listens.
It’s the digital version of scoring a scene in the hottest summer movie. Viewers hear it, feel something, and revisit it later… again and again.
The beauty? This strategy can be executed entirely remotely.
How to ride the Coachella Valley Music wave as an artist
Want to replicate the energy without renting a Palm Springs mansion? Here's how to ride the wave:
- Activate creators ahead of time
Find influencers who love your music and will be attending Coachella or hosting satellite events (pop-ups, house parties, brunches). Offer early access to your track and let them build it into their narrative naturally. - Position your song as the mood
GRWMs, transitions, slow-mo glam shots, morning-after recaps—all need a vibe. Make your track that vibe. Think: energy, lyrics, and beat that align with the weekend. - Let creators lead
Don’t over-script. Share the vision, but let creators connect with the music their way. Eladio gave influencers space to tell their story, and that’s what made it work. - Track, engage, and reshare
Monitor the impact in real time. When a creator’s post pops, repost it. Comment. Collaborate. Build momentum by acknowledging the content that’s already working. - Extend the life of the moment
Capitalize on the energy post-weekend. Use clips, UGC, and festival nostalgia to push the track for weeks after.
This isn’t a once a year tactic. It’s a framework
Coachella is just one example of a larger truth: moments of collective hype are windows of opportunity for music marketing. Think:
- Fashion Week
- Major award shows
- Sporting events
- Film premieres
The idea behind the Coachella festival, brainstormed by co-founder Paul Tollett, was to create a music festival that could overcome booking challenges by showcasing a diverse lineup in a unique venue. This concept has made Coachella one of the most renowned music festivals in the world, drawing music lovers from across the globe.
Anytime culture is peaking online, people are creating. And every creator needs a soundtrack.
Your job? Make sure it’s yours.
Final thought: Your next breakout moment might not come from a feature, playlist, or performance. It might come from a weekend in the desert that feels unforgettable. Or a moment where your music becomes the vibe everyone wants to relive.
Influur helps artists and labels plan their next big one. Whether it’s a strategic drop during Coachella, a fashion week takeover, or a viral launch tied to a sporting event like F1. From strategy, to creator activation, to real-time campaign tracking.
Ready to make your music part of the story?
FAQs
Why is Coachella a goldmine for music discovery?
Coachella is a content marathon where creators share music-driven content, leading to increased streams, audio uses, and playlist adds for featured tracks.
How can artists capitalize on Coachella without performing?
Artists can engage in influencer marketing by activating creators to incorporate their music into festival-related content, gaining exposure and streams.
What was unique about Eladio Carrión's Coachella strategy?
Eladio Carrión hosted a content house near Coachella, allowing influencers to create engaging content with his track "Coco Chanel," resulting in high engagement and streams.
How does associating music with Coachella content benefit artists?
Music associated with Coachella content builds emotional attachment, leading to repeat listens and increased popularity.
What is the purpose of the Coachella Festival?
The Coachella Festival aims to showcase a diverse lineup in a unique venue, making it one of the most renowned music festivals globally.
How can artists replicate the Coachella marketing strategy elsewhere?
Artists can activate creators, position their music as the mood for content, allow creative freedom, and engage with the content to extend its impact beyond the festival.
Is the Coachella marketing strategy applicable to other events?
Yes, the strategy can be adapted to other cultural events such as Fashion Week, award shows, and sporting events to harness moments of collective hype.
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