Over the years Coachella has not only cemented itself as one of the most popular music festivals but also one of the most important events on an influencer's calendar. The festival has some of the biggest names in music but what really seems to sell it out is the influencers. But how did this desert festival become such a phenomenon that has the internet in a chokehold and draws in crowds from across the globe?

The festival wasn't always this popular, in fact it started out as a weekend of alternative and rock concerts over 25 years ago. The first ever headliners of the event were Tool, Rage Against the Machine, and Beck. It was in 2004 when Radiohead and The Cure helped them sell out, with around 60, 000 people per day. Though the genre shift that turned it more mainstream were acts like Madonna and Daft Punk who really thrust the festival into the public eye. Those next 4 years did the same, bringing in artists like Jay Z, Paul McCartney, Prince, Björk, Amy Winehouse, and The Killers. It is seen as a major accomplishment to even perform let alone headline the festival and it serves as a great opportunity for the artists to get more exposure.

However this most recent surge in popularity wasn't just from the musical performers, but instead the influence social media has on trends, and most young adults and teens. Since 2016 social media platforms have exploded in relevance, and during this time the term influencer and content creator increased significantly even becoming a reliable source of income and profession when successful. What also escalated was the reliance and influence these creators have on us.

With the rise of social media platforms like Instagram and its visuals first format, the beauty of the desert festival started to be romanticized by the public. This popularity made the outfits people wore to Coachella to be thrust into the mainstream limelight. An aesthetic and cohesive theme of these looks started to emerge, pieces like: cowboy boots, boho chic, tassels, chunky belts, and risque cuts. With these "fit checks" gaining massive traction it fully cemented this aesthetic into the identity of Coachella.

Brands also caught onto this fame, so they started hosting brand trips, and sponsoring influencers to attend the event in exchange for free advertising. This strategy worked spectacularly, with content creators hoping for spots on the guest list. With these trips and exclusive events most influencers are no longer fully immersed in the music, and the festival is more important.

Throughout the past few decades Coachella has evolved so much from the alternative and niche rock festival into one of the most awaited and influential events of the year. With all of the popularity of social media, the festival truly is global and the place where music, advertising, fashion, and influencers intertwine.