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By: Lane Olander

The past two weekends have been full of celebrities, fashion, music, and partying in Indio, California. Coachella Music and Arts festival 2014 took place over the weekends of April 11th through the 13th and April 18th through the 20th. Coachella was founded in 1999 but in the last few years it has become about more than just music, there seems to be a growing focus on fashion and celebrities. The last two weekends my Instagram newsfeed has consisted almost entirely of Coachella pictures. The rise in social media and the ability to always have access to your phone and internet even at a concert in the middle of the dessert has made it is easier than ever for people to share their experiences with their friends instantly.

When I was looking through numerous celebrities’ Instagram pictures they took at Coachella it seems that a huge focus of the festival is fashion. Coachella has become almost a contest of which celebrity can be photographed wearing the best unique bohemian outfit. Coachella’s shift towards fashion can also be seen with their choice of sponsorship. H & M is the sponsor of Coachella and this year Alexander Wang is even collaborating with H & M to release a line that will consist of both women and men’s clothes and accessories.

Vanessa Hudgen’s instagram 4/22/14

Celebrities’ didn’t only share their fashion choices on social media during Coachella, they also were able to share special moments from their performances with their fans. Both Beyonce and Justin Bieber got a lot of attention on social media during Coachella. Justin Bieber made a surprise appearance during Chance the Rapper’s performance. Justin Instagramed a video of the performance which had 750,000 likes and made him the number one celebrity on Billboard’s social 50 chart. Beyonce also made a surprise appearance. Beyonce joined her sister Solange on stage she also shared a picture on Instagram and in return had 56,000 new followers.

Beyonce’s instagram 4/13/14

The Coachella experience is now so intertwined with fashion, celebrities, and sharing the whole experience on social media.  Social media allows people who were not at Coachella are able have a look into the festival and celebrities can connect with their fans who are at Coachella and who at home by posting pictures and videos in real time of their performances and experiences at the festival.

Sources:

http://www.examiner.com/article/coachella-indicative-of-what-social-media-has-turned-music-festivals-into

http://www.truebluemagazine.com/alexander-wang-and-hm-announce-collaboration-at-coachella/

http://www.billboard.com/articles/news/6062395/coachella-boosts-justin-bieber-and-beyonce-up-social-50-chart

http://www.coachella.com/mobile/

http://web.stagram.com/p/698004249325276813_247944034

http://web.stagram.com/p/704476514179885189_270099873

http://web.stagram.com/p/701766441091909873_29551201

 

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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