If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.
As someone who hadn’t been to Coachella since 2014, this year’s festival felt deeply familiar in many ways, and entirely unrecognizable in others. While 2014, of course, had its fair share of brand partners, sponsored parties and experiential marketing, they were a drop in the bucket compared to what has developed in just 12 years time.
Cut to 2026: Brand activations are popping up by the dozens, and Coachella is filled with — what have now been dubbed — “festivals within a festival,” or smaller curated experiences — often exclusive — within the larger event (think Revolve Fest or Kourtney Kardashian Barker‘s Camp Poosh). But other than the music (and the desert heat), there’s another major throughline between Coachella then and Coachella now: Heineken.
...Keep reading this article on Hollywood Reporter.
