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Branded pop-up events take center stage at Coachella

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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

With a multitude of promotional events 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, has become the tone-setter for the US festival circuit.

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Originally published on doc.afp.com, part of the BLOX Digital Content Exchange.

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