Coachella Moves From Music to Media
By Nora Lu ’29
Since 1999, Coachella has been one of the most well-known and heavily attended music and arts festivals in the US. Music lovers from all over the world travel to the desert of Indio, California, for celebrity sightings, a top-notch lineup of music, non-stop sunshine, bohemian chic summer fashion, and more. Due to the increasing popularity of the festival, Coachella now spans two consecutive three-day weekends. This year, Coachella took place from April 10-12 and 17-19.
Originally an alternative, artist-first, European-style music festival, Coachella has completely transformed into a mainstream, luxurious, social-media-driven event packed with influencers, following the advancement of digital technology and the festival’s growing popularity. By the end of the second weekend of Coachella 2026, it was clear that the most important stage for the event wasn’t physically in the desert but rather online. For many people, the festival unfolded through phone cameras, not the heat of crowds, with viral moments on TikTok and Instagram, as well as commentary across social media, raising Coachella’s relevance yet again.
One of the most widely shared themes on the internet this year wasn’t even the music, but the cost. Tickets ranged from $549 for General Admission to over $1,199 for VIP passes, and that’s only the beginning. Videos and reactions of festival food prices circulated constantly, with attendees reacting in disbelief to meals costing absurd amounts. One viral example featured a plate of chicken nuggets served with a small bowl of caviar on the side that cost $150. Zach Misischia, the host of the Makeshift Project podcast, thought the price was “just wrong.” These prices symbolize inflation and, more broadly, what many people fear Coachella has become: expensive, out of touch, and no longer “for the people.” Aside from the food prices, other costs included a charging locker cost of $90/day, shuttle passes of $130-$180/day, and premium single-day suites listed at a whopping $45,000. Overall, an average Coachella attendee spends anywhere between $1500-$4000. Indeed, beyond its obvious aim of music appreciation, Coachella has become a luxury experience. People pay for all these costs just to flex that they were there.
Out of all the artists’ performances, headliner Justin Bieber sparked some of the hugest viral moments over his performances both weekends. Clips of his singing along to his younger self on YouTube videos of his older songs brought a moment of nostalgia for fans and viewers worldwide. Comments on Instagram described this moment as “healing his inner child” and a “full circle moment,” regarding his harsh childhood spent under the spotlight. During his performance the following week, fans were shocked and surprised when Billie Eilish shared a moment on stage with him. Eilish had been a superfan of Bieber since she was young, and many on the internet embraced Bieber’s kindness towards Eilish in supporting and protecting her throughout her musical journey; many people commented on how he started from being her idol to her mentor and eventually a peer. Clips of the interaction spread quickly, often framed as a reminder of a different side of pop fandom, one that feels more personal and less mediated by branding.
Not all of the festival’s defining moments were nostalgic, though. The Strokes closed their set with political visuals addressing US foreign policy. This controversial moment sparked debate and commentary across social media platforms, with some people praising their bold actions while others criticized them, saying that they should not be invited back to Coachella. For example, in a comment section of an Instagram reel, users commented things such as “music always had a political heartbeat” and “If they wanted to they would,” meaning if celebrities are willing to stand up against government atrocities, they would. The moment stood out as one of the few instances where the focus shifted towards a broader message in a weekend largely defined by entertainment.
Still, the reality is more complicated. The crowds remain massive, and the performances still matter. Moments like Bieber and Eilish’s collaboration show that genuine emotion can still break through the noise. However, these moments now exist alongside a parallel version of Coachella, which is shaped by trends and the constant pressure to record something actually worth sharing. In this sense, Coachella embodies the highs and lows of our internet culture. It became a place where what happens is almost less important than how it looks when posted. In the end, whether Coachella’s evolution represents a loss or simply a change depends on perspective. What is clear, however, is that Coachella is a cultural event that lives as much on screens as it does in the desert, with the internet watching, judging, and shaping the story in real time.