Coachella has become a profit powerhouse, with earnings of $94 million last year, and nearly half of all attendees are 18-34-years-old.

Coachella has become a profit powerhouse, with earnings of $94 million last year, and nearly half of all attendees are 18-34-years-old. Brands have been looking for any way to activate their spending power through the event—including influencer marketing, which reportedly earns an estimated $6.50 for every $1 spent. This year, American Express became the first official credit card of the prodigious festival, using influencers to spread their message on-site instead of signage and “overt product messaging.” One AMEX executive emphasizes, “You can’t deny the power and reach of influencers today.”(Forbes)