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And watching people eat on YouTube is a thing now.
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April 16, 2019
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CHANGING FEELS ON COACHELLA
Media outlets and social media platforms alike are flooded with wall-to-wall coverage of all things Coachella every April. This makes sense; it is, after all, the highest grossing recurring music festival of all time. And while it definitely appears to be a concert goer’s paradise, the event also seems like any brand’s dream, too. Childish Gambino is putting on a multisensory display with Google. Heineken sponsors its own smaller stage and provides cold beers to those who come. Yves Saint Laurent Beauté is taking on a beauty pop-up for concert attendees. Sounds like a win-win for companies, right?
 
Not necessarily. New reports say that many companies, particularly beauty and fashion giants like Sephora and H&M, are backing away from the ultra-expensive partnerships with the festival, instead pivoting towards hiring influencers and ambassadors to hock their products over the weekend on social media and drum up digital hype to drive engagement and sales.
 
That said, paying an influencer and getting concert goers to post about a brand on social media doesn’t typically equal long-term success. Many influencers will be gung-ho for certain companies during Coachella and then never talk about them again post-festival. But more importantly, Coachella is a breeding ground for cultural appropriation and questionable activities, so an influencer, ambassador, or celebrity could inadvertently offend hundreds of thousands of people on social media or in the media with a poor outfit choice or bad behavior. And if that person is tagging a brand when the news hits, that company is at risk by association. Talk about a double-edged sword.
 
As the old saying goes, the social media gods giveth and the social media gods taketh away.
ICYMI

  
Clothing brand Everlane and the New York Times are working on an Earth Day collaboration.

  One of the fastest-growing communities on social media? Mukbang, where young influencers are making six figures to eat food and attracting big-name advertisers like DoorDash and Pepto-Bismol.

  Companies are using biofeedback to learn more about what people buy.

  After years of live-streaming everyone else’s games, platform Twitch launched its first original product, a free karaoke-style game that participants can live-stream.

  Every brand wants a piece of the Game of Thrones pie.
Today's Quick Hit
 A group of middle schoolers saved a woman’s life.
DoSomething Strategic (formerly TMI Strategy) is the data-driven consultancy arm of DoSomething.org. We help brands and organizations engage young people for positive social change.

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