Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)

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

Authors
Shihan Wang1, *
1Chengdu Shude High School, Chengdu, Sichuan, 610000, China
*Corresponding author. Email: cyan430430@gmail.com
Corresponding Author
Shihan Wang
Available Online 18 June 2026.
DOI
10.2991/978-2-38476-585-0_5How to use a DOI?
Keywords
Social Media Marketing; Influencer Strategy; Music Festival Branding; Coachella Case Study
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
18 June 2026
ISBN
978-2-38476-585-0
ISSN
2352-5428
DOI
10.2991/978-2-38476-585-0_5How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shihan Wang
PY  - 2026
DA  - 2026/06/18
TI  - Social Media Marketing Strategies of Coachella: A Case Study of Building a Global Iconic Music Festival through Digital Engagement
BT  - Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025)
PB  - Atlantis Press
SP  - 34
EP  - 40
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-585-0_5
DO  - 10.2991/978-2-38476-585-0_5
ID  - Wang2026
ER  -