Social Media Marketing Strategies of Coachella: A Case Study of Building a Global Iconic Music Festival through Digital Engagement

Shihan Wang ()
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Shihan Wang: Chengdu Shude High School

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 34-40 from Springer

Abstract: Abstract In recent years, music festivals have become not only a symbol of unique cultural experiences but also powerful branding platforms. This study examines how the Coachella Valley Music and Art Festival (hereafter mentioned as “the festival” or “the Coachella music festival”) has used social media marketing, specifically platform-based content and influencer engagement, to establish a recognizable brand and propel subsequent financial success. Basing on secondary data from academic literature, festival reports and social media content, the study adopts a case study to analyze the festival’s strategies. The finding suggests that the festival’s social media strategy have significantly improve audience engagement and ticket sales. However, the analysis also points out several limitations of the current strategy the festival implemented, including the limited resource of social media management and decreasing credibility of influencer. The paper concludes by offering practical suggestion such as adopting artificial intelligence content detecting tool to improve the maintainability of the festival’s brand construction.

Keywords: Social Media Marketing; Influencer Strategy; Music Festival Branding; Coachella Case Study (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-585-0_5

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DOI: 10.2991/978-2-38476-585-0_5

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