Festival-goers line up to get inside the activation booth of US social media service Pinterest during the 2026 Coachella Valley Music and Arts Festival at Empire Polo Club on April 10, 2026 in Indio, California. With a list of activations almost as long and diverse as its artist lineup, Coachella, one of the biggest music festivals in the world, is now an amusement park for influencers and a gold mine for brands. The Coachella Valley Music and Arts Festival, or simply Coachella, which launched in 1999 with rebellious Rage Against the Machine, the chameleonic Beck, and rockers Tool, has become the tone-setter for the US festival circuit. (Photo by VALERIE MACON / AFP via Getty Images)