By VIVIAN BRAGA<\/p>\n
The famous two-weekend music festival Coachella, known for its reckless spirit and hippie vibe, reunited big name music stars like Pharrell, Skrillex and Lana Del Ray and other indie artists into a massive music fest that brought approximately thousands of people together.<\/p>\n
Coachella, held in the desert of Southern California, is now one of the largest music festivals in the world and has revolutionized the music festival industry, emerging new musical stars, celebrating a generation but also challenging preconceptions.<\/p>\n
While the reviews for this year\u2019s edition for Coachella have been positive, not all of it had to do with the music. The festival became a place to see and be seen and it\u2019s not just a mere collection of concerts, but an actual event that broke the rules of technological innovation.<\/p>\n
It\u2019s a completely different world these days. Once upon a time music festivals led change and promoted art. Now, Coachella visitors don\u2019t just go to discover new music and emerge in the experience, but rather to take \u201cselfies\u201d and upload them and to share as much information in their social networks as possible.<\/p>\n
No surprise, Coachella is the most blogged, Facebooked and tweeted about event in the whole social networking universe. The event has no commercials, billboards or any evident form of advertising; instead, Instagram, Snapchat, Facebook and Twitter do all the work.<\/p>\n
The festival has now evolved into becoming another platform for a celebrity fashion week, and for people to post about their \u201cfestival style.\u201d The focus of Coachella shifting from purely music to now also fashion is further confirmed through H&M\u2019s sponsorship.<\/p>\n
Although they\u2019ve been sponsoring Coachella for now five years, this year they\u2019ve designed a new line with Alexander Wang\u2019s partnership and Coachella was \u201cIdeal venue to launch a new product\u201d said CSMonitor.com<\/a>.<\/p>\n As social media continues to gain influence, music festivals beginning with Coachella are now focusing less on music but more on opportunities for social networking, fashion displays and indirect marketing. Similarly to Coachella, other music events are now also threated by fashion imagery domination.<\/p>\n","protected":false},"excerpt":{"rendered":" By VIVIAN BRAGA The famous two-weekend music festival Coachella, known for its reckless spirit and hippie vibe, reunited big name music stars like Pharrell, Skrillex and Lana Del Ray and other indie artists into a massive music fest that brought … Continue reading