Last june, the news detonated across America’s skinny-jeans-wearing populace with the shock of a 4,000-pound bomb. Hipsterdom’s indie music extravaganza, the Coachella Valley Music and Arts Festival, announced plans to expand from one three-day weekend featuring the crème de la crème of alt-rock, hip-hop, and electronica to two back-to-back events essentially staging the same rollicking megaconcert twice—for the first time in its 13-year history.
Instead, he devised this new scheme to double attendance while keeping overflow crowds and traffic nightmares to a minimum. But viewed another way, the spectacle unfolding in the low California desert on April 13 to 15 and again on April 20 to 22, represents one of the great social experiments in live-concert business history. While annual music festivals like Australia’s Big Day Out or England’s V Festival feature multiple stages and eclectic lineups that play different cities, until now no festival has booked talent with the mandate they repeat what amounts to a command performance.
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Instead, he devised this new scheme to double attendance while keeping overflow crowds and traffic nightmares to a minimum. But viewed another way, the spectacle unfolding in the low California desert on April 13 to 15 and again on April 20 to 22, represents one of the great social experiments in live-concert business history. While annual music festivals like Australia’s Big Day Out or England’s V Festival feature multiple stages and eclectic lineups that play different cities, until now no festival has booked talent with the mandate they repeat what amounts to a command performance.
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