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Coachella 2026: How premium brands are cashing in on a ‘consumer wonderland’

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Coachella 2026: How premium brands are cashing in on a ‘consumer wonderland’

Coachella revelers are getting ready to pitch their tents, performing artists are running through their final rehearsals and thousands of global brands are gearing up for what will be one of the biggest content-making weekends of the year.

What began as a grungy early 2000s desert fest has since evolved into a high-end global cultural phenomenon. The Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio is regarded as one of the largest of its kind in the world, drawing more than 125,000 people a day across two consecutive weekends in April.

As the festival has grown, so too has the allure for big brands like Guess, Rivian, Soho House and Kendall Jenner’s 818 Tequila looking to capitalize on Coachella as a marketing megaphone.

Both off and on the festival grounds, these brands host a series of parties, pop-ups and other VIP events that lavish celebrities, influencers and artists with premium experiences. The hope is they will then share those experiences with their large online audiences.

The Absolut Heat Haus, Soho House’s VIP pop-up The Hideout, and the Coca-Cola Pop Shop are just a few of the brand activations that aim to build a rapport with the festival audience.

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This turn toward a high-end consumer market — which reflects a broader trend among many retailers to cater to the affluent — hasn’t been without its critics, especially from music purists who view the festival as overly commercial.

But in many ways, the festival creates the perfect marketing opportunity for global brands to reach Gen Z consumers, who accounted for approximately 17% of total global consumer spending of $57.6 trillion in 2024, according to Nielsen.

Music Fans at the “Do LAB” at the 2025 Coachella Valley Music and Arts Festival.

(Allen J. Schaben/Los Angeles Times)

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“People come to Coachella with the idea in mind that brands will bring their best foot forward. Not only are they looking for their favorite, tried-and-true brands to be there, but they’re also looking at what’s the next big thing,” said Jessica Lanzon, director of partnerships and experiential at Ciroc.

The vodka maker offers the Ciroc Athletic Club, an invite-only pop-up that includes a padel tournament and many luxury amenities, like customized merch and bottomless cocktails.

Marc Lotenberg, the founder and chief executive of Dorsia, a members-only platform for exclusive restaurant reservations, estimates brands can spend up to tens of millions of dollars at Coachella.

The biggest global stage

“It’s Coachella, then it’s everything else,” said Lotenberg. “Nothing else compares to the amount of eyes that you get during Coachella. It’s the biggest global stage.”

Dorsia hosts the Zenyara party series, an exclusive after-hours gathering that transforms the private lakeside estate into a nightclub.

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The company helped introduce Nobu to the festival last year. The famed Japanese restaurant is returning to this year with meals starting at $375 per person.

Dorsia also offers suites at Coachella’s main stage that start at $70,000 per weekend and accommodate 10 guests who will get backstage access, dedicated service and premium amenities.

“There’s no ceiling when it comes to how much people are willing to pay when it comes to experiences,” Lotenberg said.

Music fans at the 2025 Coachella Valley Arts and Music Festival in Indio.

Music fans at the 2025 Coachella Valley Arts and Music Festival in Indio.

(Allen J. Schaben/Los Angeles Times)

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Some of Coachella’s most elite attendees won’t spend their day at the actual festival, choosing instead to hop between the many exclusive day parties, powered by brands like Revolve.

Over the last decade, the Cerritos-based online fashion retailer has hosted its own mini-festival featuring A-list performers and a star-studded guest list. Last year, Grammy-winning rappers Lil Wayne and Cardi B performed. The off-site festival held in the Coachella Valley is invite-only and hosts around 2,000 people.

“It was quite simple. We saw the impact pretty immediately in terms of traffic to the site and conversion sales,” said Raissa Gerona, chief brand officer for Revolve. “Because we’ve been doing it for so long, we have become the destination … to shop for all things festival and not just Coachella.”

It’s not all about high fashion and luxury mansions. The spirit of outdoor camping is in Coachella’s DNA. The nature-themed boutique hotel company AutoCamp and electric-truck maker Rivian have partnered up for Camp Rivian.

The companies are hosting a curated group of influencers and media partners to stay at a pop-up campsite featuring AutoCamp’s modernized Airstreams. Invitees get the opportunity to test drive Rivian’s newest R2 SUV to the festival and indulge in the communal glamping site.

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AutoCamp’s Chief Operating Officer, Bryan Terzi, said it felt like the right moment to try out a deluxe festival camping concept.

People at the flower installation at the 2025 Coachella Vally Arts and Music Festival in Indio.

People at the flower installation at the 2025 Coachella Vally Arts and Music Festival in Indio.

(Allen J. Schaben/Los Angeles Times)

“People would really get it because it’s happening at Coachella,” he said. “I don’t know if this type of experience would really work at other smaller festivals like Austin City Limits.”

L.A.-based clothing retailer Guess is going all-in on the accommodations with its Guess Compound. The denim brand rents out ten of the valley’s most luxurious villas, hosts up to 60 people, provides high-end amenities like IV drips, massage therapy and an onsite coffee pop-up from La La Land and puts on exclusive after-parties.

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Nicolai Marciano, the chief business development officer at Guess, said the effort is about creating more brand equity and building relationships within Coachella’s creative community.

“There’s a lot of different types of talent from musical artists performing to people from reality TV shows and people that make great content — when you put them all together, it’s exciting to watch as an end consumer,” Marciano said.

Claudio Bravo, of Bravo Luxury Retreats, is the chief executive behind the private luxury community next to the festival that hosts Guess. The property contains 16 villas with more than 100 bedrooms, as well as a standalone 10-acre estate set aside for high-end stays and brand activations.

During festival season, Bravo charges around $150,000 for a weekend at one of the villas. He sells out every year, up to six months in advance, catering to wealthy individuals and corporate clients.

“These houses are very luxury, very modern. You feel like you are in a resort,” said Bravo. “I built these houses especially for this – like I was building a hotel.”

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Bravo is developing another 14-villa project in nearby La Quinta, which hosts annual professional golf events.

Walker Drawas, a brand marketing agency which has worked at Coachella for years, is involved in six events at the festival, including Kendall Jenner’s “818 Outpost.”

“Brands today are starved for content and starved for news,” said Adam Drawas, co-founder of the agency. “The consumer needs to engage with newness and new content so many times a day, and so brands really need a content wonderland that can give them a big bank of content.”

Sean Breuner, the chief executive of luxury rental company Avant Stay, said at each of their properties, renters will interact with products and amenities from 15 to 20 brands — many of them in the fridge — seeking out high-end consumers.

VIPs expect a private chef, a driver to take them back and forth to the festival grounds or auxiliary events, private security, IV drips provided at home, an on-call cleaner and private tennis or pickleball lessons.

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“The majority of festivals you go to don’t have art installations or people who are dressed to the nines in festival outfits,” Breuner said.

Drawas said he believes the market is only going to keep expanding.

“This began in music. It transitioned into fashion,” added Drawas. “Now it’s just a consumer wonderland.”

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Entertainment

Judge to Taylor Frankie Paul and Dakota Mortensen: ‘You two need to stay away from each other’

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Judge to Taylor Frankie Paul and Dakota Mortensen: ‘You two need to stay away from each other’

In a hearing about competing protective order filings from reality TV star Taylor Frankie Paul and her ex-boyfriend Dakota Mortensen, a Utah judge granted Thursday that both orders go into effect, though he delayed making a decision on a custody arrangement.

The orders, which were issued by third district court commissioner Russell Minas, are in place for three years and require Paul and Mortensen to stay at least 100 feet away from each other. He also warned that they both could be subjected to criminal charges if there’s a violation of the orders.

“I do think it’s important that there be mutual orders,” Minas said. “I am just concerned that if I don’t order both of them to stay away from each other, there’s going to be some additional problems.”

Addressing Paul and Mortensen, Minas said: “I’m hoping that you’re not people who just thrive on the drama and the conflict … I do want to work with both of you to try to restore some sense of normalcy. I just think right now, you two need to stay away from each other and there needs to be orders that will result in consequences if you attempt to try to engage each other because I still think you have this attraction to each other, physical or otherwise.”

“The Secret Lives of Mormon Wives” star, 31, and Mortensen, 33, both appeared in Utah court for the hearing, which was livestreamed, the first time they’ve been seen in the same room together since news broke last month that they were involved in domestic violence investigations involving multiple allegations.

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In the weeks leading up to the ruling, the judge had granted Mortensen custody of their son, with up to eight hours per week of supervised visitation for Paul, known as one of the stars of Hulu’s “The Secret Lives of Mormon Wives.” That arrangement will stay in place until the judge offers his recommendation on parent time on or before May 11.

Dakota Mortensen in the courtroom on Thursday.

(Bethany Baker / Associated Press)

A review hearing is set for June, once mental health and domestic violence assessments of Paul and Mortensen ordered as part of the safety plan by child protective services have been completed and processed.

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Paul’s attorney, Eric M. Swinyard, described the hearing as a “significant step forward.”

“Taylor was incredibly candid with the Court that she is not perfect and owned her faults,” read part of his statement. “She looks forward to continuing to cooperate with the Court to make progress in the custody case.”

The Times also reached out to Mortensen for comment.

Paul and Mortensen had been under investigation by both the Draper City Police Department and West Jordan Police Department regarding a series of allegations each made that the other had acted violently during altercations in February, as well as an incident that took place in 2024. After the February allegations made headlines, a video of Paul in 2023 that led to her arrest was leaked; it showed the reality star throwing bar stools at Mortensen while her daughter was present. (Paul pleaded guilty in abeyance to aggravated assault following that incident and her probation in that case will be up in August.) Amid the investigation, Mortensen and Paul filed competing protective orders against each other.

The Salt Lake County district attorney’s office and the Draper City prosecutor both declined to file charges against Paul in April, citing insufficient evidence to prove allegations beyond a reasonable doubt.

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The situation between the embattled exes also resulted in the pausing of filming of “Mormon Wives” Season 5. The show has documented the pair’s tumultuous relationship since it’s launch in 2024. It also led to the shelving of Season 22 of ABC’s “The Bachelorette,” which featured Paul as its heroine.

But Thursday’s ruling on the orders comes a week after reports surfaced that “Mormon Wives” has resumed production on its fifth season, without Paul and Mortensen’s involvement — though, Paul reportedly has the option to return. The fate of the unaired season of “The Bachelorette” remains unclear.

Alexandra Del Rosario contributed reporting.

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Film Review: “Late Fame” – The Art of the Second Act – The Arts Fuse

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Film Review: “Late Fame” – The Art of the Second Act – The Arts Fuse

By David Stewart

Director Kent Jones explores aging, ego, and New York’s literary ghosts in a wry, performance-driven drama led by Willem Dafoe.

Late Fame, directed by Kent Jones

Willem Dafoe in a scene from Late Fame. Photo: IFFBoston

Does creativity remain fertile as one reaches the end of their life? From In a Lonely Place (1950) to The Wonder Boys (2000), a number of films have probed the internal insecurities of the world-weary, burnt-out writer. Directed by respected film critic, former NYFF programmer, and documentarian Kent Jones, Late Fame is a cerebrally warm but satirically stark exploration of the theme, focusing on how the influence of celebrity can upend creativity. Inspired by Arthur Schnitzler’s posthumously titular novella, screenwriter Samy Burch (May December) deliberately discards the dour setting of Schnitzler’s 1920s Vienna for the livelier atmosphere of New York City’s modern-day Lower East Side.

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Willem Dafoe plays Ed Saxberger, a postal worker and once-published poet who hasn’t written anything in nearly four decades. His daily grind is comfortably monotonous until Meyers (Edmund Donovan), a young overenthusiastic fan of his, shows up outside his apartment. After persistent wheedling, Meyers introduces Ed to a café salon of various writers who dream of their big break. In reality, the group is made up of pretentious rich boys who haven’t the slightest idea what artists of Ed’s generation went through to be published. Meyers and his wealthy cohorts sit on the far end of the café, away from the social media influencers, as they profess hypocritical Luddite-based principles while taking calls on their cell phones. But these coffee sessions fuel Ed’s once-depleted ego and rekindle his affection for Gloria (Greta Lee), an actress and chanteuse struggling to make her mark. Ed finds himself cajoled by Meyers into writing new material and a memoir as part of a campaign to revive his career by making him the keynote speaker at a public reading. Panic sets in: Ed’s days are spent looking at a blank page as he listens to audiotapes of the poets of his generation, such as Anne Waldman and William Carlos Williams, attempting to foil his writer’s block.

Late Fame is Jones’ reverential (and earnest) love letter to creativity and New York City. The director grew up in the Berkshires before moving to NYC in the ’80s to work on Martin Scorsese’s documentaries. His lens affectionately embraces the eccentric characters in Burch’s script, the remnants of the city’s bygone literary era. His quasi-verité approach to filming the salons hums with a verve reminiscent of Jim Jarmusch’s Stranger Than Paradise (1984) as well as John Cassavetes’ Shadows (1959) and Opening Night (1977). As in Jones’ first narrative feature, Diane (2018), the director finds a transcendent resonance in Ed’s life of self-induced loneliness. He hides his cell phone — only to end up hearing voicemails from his estranged family as he toils in the service of adoring strangers. Meanwhile, Ed has to deal with his social life, his blue-collar postal worker buddies putting down his literary dreams in a dive bar worthy of a visit from Charles Bukowski.

Dafoe is a consistently engaging actor. His composed presence here is not unlike Jack Nicholson’s David Staebler in Bob Rafelson’s The King of Marvin Gardens (1972). He is reluctant to go along with the insane plans of those around him; we know this because we hear him reflect on his plight during nightly walks around the city. Dafoe started his career in the late ’70s as a member of the experimental theatre company the Wooster Group, and his reenactment of Ed’s spirited youthful performances evokes an edgy energy. Greta Lee taps into Sally Bowles–styled stamina; she lights up Ed’s life, serenading him as she sings Kurt Weill numbers in a downtown cabaret. (The film that inspired Jones to become a critic and director was Bob Fosse’s Cabaret (1972).) Edmund Donovan’s hyperactive performance as Meyers lampoons those who are oblivious to the barriers posed by class and unable to separate the rewards of creativity from those of instant gratification. Late Fame has its creative limitations: Ed’s past as an alcoholic and Gloria’s psychological conflicts are underexplored. Still, the depth of Dafoe and Lee’s performances makes up for these weaknesses; the pair help amplify the suspense that holds the film’s third act together.

The film’s visuals are a tactile plus. The handheld camerawork of Wyatt Garfield, who shot Jones’ previous film along with Beasts of the Southern Wild (2012), underscores the morbidity of Ed’s isolation and the reverie of his newfound friends. Editor Mike Selemon has cut the snappy wit and pathos in Burch’s script with a sharp eye. Don Fleming’s bluesy guitar score evokes the sounds of John Lurie and other No Wave musicians who were a big part of the downtown New York scene of the late ’70s, when Ed established his career.

In his preface to The Picture of Dorian Gray, Oscar Wilde wrote that “to reveal art and conceal the artist is art’s aim. The critic is he who can translate into another manner or a new material his impression of beautiful things.” Jones, no doubt drawing on his critical sensibility, successfully conveys the complexities of making art, regardless of age, and shares them beautifully in Late Fame.

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David Stewart currently teaches at Emerson College, Plymouth State University, and Southern New Hampshire University. His first book, 2025’s There’s No Going Back: The Life and Work of Jonathan Demme, was published by the University of Kentucky Press.

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After years in comedy, Deon Cole still likes who he sees in the mirror

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After years in comedy, Deon Cole still likes who he sees in the mirror

Deon Cole will tell anyone plainly: Not every comic wants to talk about their audience members.

The longtime stand-up comedian will do some crowd work if he must. But he would much rather tell you the jokes he wrote. It’s the nature of a changing audience that is now more likely to stumble upon comedians they haven’t seen before through short social media clips, rather than an impromptu night at a comedy club.

“[The audience] feel like, ‘Hey, we came to improv, we came to have fun’ and it’s like, no, you know how long it took me to write these jokes?” Cole said with a laugh. “I don’t need you coming here screaming at me, and then I spend five minutes talking about you and your mom and your kids, and then I forgot what I was doing, and now the tone of the show is messed up.”

The Chicago-born comedian, actor and writer has long juggled multiple projects. This includes writing for “The Tonight Show With Conan O’Brien” and acting in films such as “The Color Purple” and “The Harder They Fall” as well as television shows like “black-ish.” Cole has also taped multiple comedy specials with Netflix over the years including “Cole Hearted” in 2019, “Charleen’s Boy” in 2022, and “Ok, Mister” in 2024. He has also been excited about the launch of his YouTube show “Funny Knowing You” where he gets to interview fellow comics and celebrities as they talk about their life stories.

But as he considers his legacy and comedic craft, Cole said he is proud he is still himself after all of this time in the industry.

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“There’s a lot of people who look in the mirror every morning and go out in the world and become something else, when the thing that’s going to make them rich and successful is in the mirror,” Cole said. “ I think that whoever that person is in the mirror you need to take that person with you and apply that person to everything that you do, and that’s gonna make the difference in your life.”

Now, as part of the Netflix Is a Joke comedy festival, Cole is looking forward to doing a set for Altadena residents to raise money for ongoing relief in the aftermath of the 2025 wildfires that decimated much of the area. The Times spoke with Cole about how he’s thinking about his craft, crowd work and the importance of comedians revealing themselves.

What’s felt different this time in preparation for this particular show compared with your other ones?

This isn’t just a regular comedy show, like at some city, you know, these people really went through something, and they are still devastated by it. And so it’s not just a regular “we’re going to do a show.” We’re trying to raise as much money as possible for this community to help people in need so that’s a big difference. I don’t do that every weekend. It’s a big difference. And then having the people we want to show up and come get down and perform, seeing all of them on the same show, it’s going to be surreal as well.

Cole prioritizes written material and personal storytelling over crowd work, believing audiences should get to know comedians as individuals rather than hearing disconnected jokes.

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(Cécile Boko)

How has your preparation changed over the years of you doing stand up compared with when you started?

I’m more confident. You know, back in the day, it might be a 30-60 chance that the joke will work: 30 meaning it will work, 60 that it won’t. And now I’m at a point where I can think of something, and there’s an 85% chance that it will work, there’s a 15% chance that it won’t. So my preparation, as far as thinking of something and then going to execute it, being able to execute it, is another difference. Back in the day I would have to ask for stage time. Now I can think of something and just go to a club and go right up.

What does improving your craft look like at this point in your career?

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Just being more confident in my choice of what is funny and what’s not. I can hear something now and go, that’s funny, and then go, do it, and it becomes funny. So it’s just having confidence to do that and not question myself as much. That’s basically the difference, to be honest with you. Other than that, my drive, my thought pattern, everything is still the same. It’s heightened to the point where I’m paying attention more because I have a lot more free time to to pay attention. It gets to a point where you can pay a lot of people to do a lot of stuff for you, and the more time you got free, the more time you got to think about other things. So I try to pay everybody to do everything so I can go create. And so it’s been good to be in that space, to not worry about a lot of stuff and stay creative. When a lot of people that’s been doing it this long can’t and to still be relevant after all this time, and still be funny and still pack out shows… that means a lot to me.

How do you incorporate crowd work into your shows then?

If something happens while I’m doing my stuff, then fine but I’m not going to create a crowd work environment. If it happens, it happens, but I’m not going to purposely create it. And I mean to each his own that do it. And there’s some people who are very funny at it, and there’s some people that’s like, what are you doing? And for a lot of audience members, I feel like they’re being tricked a lot of times, because a lot of comedians, and I ain’t going to say a lot of comedians, but a few. Not every comic that does crowd work does this. There’s some great crowd work comedians that I really love and admire and respect. But there are some comedians that get up there and they’re doing a meet and greet. It’s downstage, “Hey, what’s your name?,” “What do you do for a living?,” “Hey, so how many kids do you got?,” “So, hey, where do you where you work at?,” “Oh, who are you?” Do that at the meet and greet. What are you standing up here for 45 minutes, getting to know everybody for? Where’s your jokes at? If people like it, you know, what can you do about it? But I’m old school with the craft. I like written comedy. I like storytelling. I like hearing something I never heard before. I like that. That’s just my preference. I don’t like sitting in the audience laughing at somebody’s name or what they do for a living, or who they with. My brain ain’t learning that way.

Do you think that sense of audience participation is coming from people watching social media clips?

I mean people love it, and it’s a younger audience that I think they really love it. Even though older people love it, don’t get me wrong. But the majority, I think, it’s a younger audience. And granted, there’s an audience for that. It really is and have at it. I think everybody should go out there, get their money, do what they do. My personal preference, which I am entitled to have, I think that it’s all about balance, like it is with everything in life. I don’t think you should eat candy all day. I think you should eat some vegetables. I don’t think you should eat vegetables all day. I think you should eat some protein. It’s all about balance. You can give me crowd work, but let’s hear about you. Who are you? What happened to you today? That’s what’s funny. How do you feel about this and that? Can I get that? And then you can go back to your crowd work. But if people keep going up to these shows and they like all the crowd work, and that’s it, me personally, I think you’re not getting your money’s worth when you leave there and you don’t even know if the comic was married, [have] kids, if they’re happy, sad. You just leave there going, “did you hear what he said about the girl in the fourth row?” “Oh, that was hilarious.” “Did you see the guy in the back with the toupe on?” “That was funny.” And it’s like, OK, well, who said that? Who’s the guy that said it? What about him? Do we know anything about him? Is he a racist? Is he a revolutionary? Who said this? Let me know who said this. I’m not just going to laugh at that.

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Why do you think it’s important for a comic to reveal parts of themselves on stage?

That’s what the greats have done. Greats are that way. They have been that way. You get caught up into who these people are. It’s good to hear that. A lot of great comics got sitcoms. Why? Because you can listen to their jokes and see the show, and then they go create the show off of what they were talking about. You can see this. So when you have a comic, it’s a lot of comics that go on stage and they tell jokes, and then they leave, and then you go, who was that person? You can’t even remember the comic’s name. You know what I mean? I just think that you should let people know who you are, because that’s what makes you unique. Can’t just go up and tell joke after joke after joke. Anybody could tell jokes, [but it’s] who’s telling the joke that makes it great.

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