Coachella 2023: Lineup stars, partner brands, influencers and fashion vibes on social media
Maite Azkuna
Senior Analyst, Marketing Content & InsightsComscore
Festival season kicked off as revelers from around the globe flocked to the small town of Indio, California for The Coachella Valley Music and Arts Festival 2023.
Coachella, as it is commonly known, recently wrapped up its sold-out two-weekend run - solidifying its position as a leading international music event and a hub for fashion and cutting-edge trends.
Global interest surged following the release of the 2023 lineup. Social media engagement for 'Coachella' related content coming from brands, publishers, and influencers around the world reached 14 million actions in two days - a 56% increase over 2022.
Saturday’s headliner Blackpink made history as the first K-pop group to top the bill. The four-piece girl group garnered by far the highest engagement on social media with 46 million actions more than 7 times the total of reggaeton royalty Bad Bunny.
Coachella's exposure draws a large number of brands to collaborate with the event. Among the official partners of this year's festival1, YouTube received the most social media interaction. For the first time, the streaming platform expanded its festival coverage to include all six stages, drawing in 800 thousand subscribers to the festival channel.2 BMW came in second with 500 thousand total actions and Discord third with 200 thousand.
Influencers and celebrities also flocked to Coachella to boost their popularity and enjoy the vibes. Alix Earle, Lele Pons, and James Charles - who used the occasion to make-up festival-goers with products from his new line Painted - are just a few examples. Hollywood star Will Smith proudly cheered on his daughter Willow from the audience.3
@alixearle so grateful @ashtinearle #coachella #festivalwear ♬ and if i had to talk about love - wordsoftrust
@jamescharles Asking strangers to do their makeup at Coachella!
♬ original sound - James Charles
@willsmith That's Ma Bean! @willow #coachella ♬ original sound - Will Smith
For fashionistas, Coachella is a key date on the calendar to hunt down the latest looks. Of the many festival hashtags (see the table below) #coachellaoutfit drew the highest engagement of 2023’s edition earning three million actions.
Festival-goers who want to show off their looks and those who want to comment on others looks both use hashtags. Cowboy boots, face gems, tons of crochet, and crop-tops stand out across Coachella 2023 #coachellaoutfit thread.4
@laurenwolfe DAY 1 COACHELLA FIT guys I didn't fully plan my outfits and I feel like this was pretty solid for a super last min fit #coachella #grwm #ootd #coachellaoutfit ♬ original sound - Lauren Wolfe
As the partygoers recover and the locals of Indio return to normal life, the Coachella festival has once again stamped its position as a global cultural event that fuses music, fashion, and cutting-edge trends.
To find out more about social media engagement data, contact your Comscore representative or visit comscore.com/learnmore.
Definitions:
*Total number of actions (i.e., reactions, shares, comments, retweets, favorites, and loves)
Sources:
1. https://coachella.com/partners
2. Comscore social, Data Explorer, “Coachella” YouTube Channel, Youtube Subscribers, April 1-24, 2023
3. Comscore Social, Content Pulse, Social media content mentioning “Coachella” across Facebook, Instagram, Twitter and TikTok platforms, April 14-23, 2023
4. Comscore social, Content Pulse, social content containing hashtag “#coachellaoutfit”, based on videos visual content, across Facebook, Instagram, Twitter and TikTok platforms, April 14-23, 2023