The Coachella Valley Music and Arts Festival began in California this week.
The festival is about "attainable aspiration," Ellie Meyer of Marketing Werks told the LA Times. "It's a lifestyle that people want to have. It's saying, 'Hey, you can pay for that lifestyle for a weekend.'"
Some of the more lavish surroundings for festival goers include safari tents. There is also a craft beer garden, designer boutique, and art installations. There are tie-ins with upscale brands and of course, many performances.
Bands slated to appear at the Coachella Festival include OutKast, Ellie Goulding, Bryan Ferry, Muse, Queens of the Stone Age, and Fatboy Slim. One of bands who begins a North American tour with Coachella is Galantatis, the duo of Christian "Bloodshy" Karlsson of Miike Snow and Linus Eklow aka Style of Eye. They have been preparing for a live show that embodies the music's Olympian sound that brings together the best of electronica, according to Reuters.
The event runs for two weekends on Indio’s Empire Polo Club in California.
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