In the 16 years since music fans first gathered in Indio, Calif., for two days of performances by artists like Beck and Morrissey, the Coachella Valley Music and Arts Festival has morphed from an indie event into a celebrity-filled mega party. It has also become a major draw for publishers and brands.
People who frequent festivals like Coachella tend to be young (per Nielsen, nearly half of music festival attendees are 18-34), well-off enough to afford a pricey ticket (a three-day pass is $375 for general admission, $899 for VIP; last year, the sold-out festival grossed a record-breaking $78 million), style-savvy ("festival style" is now considered its own movement) and very active on social media (there currently are more than 1.5
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