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<\/p>\nHailey Nguyen\/The Cougar<\/p>\n<\/div>\n
During the second and third weeks in April, music festival season opens up with the internet\u2019s favorite event: Coachella Valley Music and Arts Festival. Located in the middle of the desert in Indio, California, Coachella manages to ignite interest worldwide.\u00a0<\/span><\/p>\n The festival lineup features artists from many genres, attracting people from all walks of life. Coachella is also known for the unique and interesting fashion choices festival-goers wear and for an aesthetic that is unrivaled among festivals. They also host art exhibitions that often feature vibrant colors and unusual elements or artistry, like the iconic rainbow tower and Ferris wheel.\u00a0<\/span><\/p>\n Coachella\u2019s aesthetic is visually appealing and whimsical, which is why it gains so much traction each year. It brings music, art, fashion and culture together in one place for two weekends. But for a festival that prides itself on being a place for everyone to celebrate music and art, it now seems to be for only major brands, influencers and celebrities.\u00a0<\/span><\/p>\n There is so much media coverage for the festival that in weekend one alone, it earned <\/span>$870 million<\/a><\/strong> in media impact value. Videos created by influencers or celebrities across major social media platforms caught everyone\u2019s attention. But is it still entertainment, or has it become a marketing opportunity?<\/span><\/p>\n The most talked-about videos from Coachella this year centered on Justin Bieber\u2019s headlining performance. Since he hasn\u2019t performed for a U.S. audience since his 2022 <\/span>tour<\/b><\/a>, the excitement surrounding his return was even greater. The moment was quickly dubbed \u201cBieberchella,\u201d with fans online expressing envy of those who were able to experience it in person.<\/span><\/p>\n The most appealing part of his performance was his setlist, which featured many of his older hits, including \u201cBaby,\u201d \u201cBeauty and a Beat\u201d and \u201cNever Say Never.\u201d The set brought back Bieber Fever and a wave of nostalgia, especially for longtime fans at the festival and those watching from home, who felt they were reliving those moments.<\/span><\/p>\n Nostalgia took center stage when Sabrina Carpenter brought out Madonna as a surprise guest during her set. The queen of pop performed some of her biggest hits, including \u201cVogue\u201d and \u201cLike a Prayer.\u201d<\/span><\/p>\nBieberchella<\/b><\/h4>\n