Music festival activations set the stage for brands to introduce their products to a larger—and often brand-new—group of customers.
For years, festivals like Coachella, Bonnaroo, and Stagecoach have been an annual pilgrimage for music lovers. As a weekend of bands brought together in a shared space with mass appeal to fans that cross genres (and countries), they’re an annual hot ticket. But with the rise of the influencer, these festivals have become just as much a Mecca for high-end brands as they are for concert junkies. And while brand activations have long been a part of many festivals’ draw, now they’re a destination unto themselves, as the activations at Stagecoach illustrate.
Alexandra McArthur, vice president of partnerships for country music festival Stagecoach, says they have enjoyed brand partnerships since the inception of the Indio, California, event.
“In recent years, we have seen an influx of brands that reflect trends not traditionally connected to country music,” McArthur says. “Our brand programming has certainly leveled up in both the physical and social spaces with more and more brands building custom-made activations and social programs especially curated for Stagecoach.”
A massive Tecovas cowboy boot stands proudly in the desert at Stagecoach (Photo by Jacob Mulka/Courtesy of Goldenvoice)
According to Ad Age, Stagecoach is the festival to work with right now—eclipsing longtime favorite (and sister fest) Coachella. While Coachella saw a slump in 2024 ticket sales, Stagecoach sold out faster than ever before, thanks in part to massively popular performers like Miranda Lambert, Willie Nelson, and Post Malone.
While Stagecoach’s long history of brand partnerships includes key players like Toyota and American Express, the festival’s success is starting to draw more fashion-forward names, including Tecovas, e.l.f. Cosmetics, and Béis, the coveted luggage line from actress and entrepreneur Shay Mitchell.
This year, Béis was the festival’s official luggage and travel bag sponsor, with influencers and paying customers flocking to its well-stocked activation. Mitchell herself even stopped by to interact with attendees.
The installation was a work of activation art. The Béis Pit Stop created a fully immersive experience that played on the theme of a mid-road trip gas station stop, but the station was stocked with some of the brand’s beloved bags.
e.l.f. cosmetics x Bloggers Who Brunch for the “Eyes.Lips.Festival” in Palm Springs, CA (fPhoto by Linnea Stephan/BFA)
“In-person activations of this scale provide a tangible and authentic way for brands to engage by meeting the community where it is,” says Béis senior vice president of brand and creative Liz Money. “The festival environment offers touchpoints to engage with attendees in meaningful ways. Whether through interactive experiences, sampling opportunities, or exclusive giveaways, events like these are a very focused opportunity to create memorable interactions that leave a lasting impression on festival-goers.” Money says selecting Stagecoach as a festival partner made perfect sense for the brand amid the current cultural climate.
“Country music is really having a moment,”…“Its relevance in pop culture is growing, particularly among Gen Z and millennials. There’s a certain buzz and energy around the festival that we believed would attract people with an affinity for our brand.”
Photo by Nick Fochtman
“We’re constantly looking for new ideas, concepts, and ways to grow the event and enhance the experience for our fans,” says Samantha Fernandez, vice president of partnership activation for Stagecoach. The festival “is truly special, and it’s our goal to share that magic with our artists, fans, and partners alike.”
Stagecoach has seen a 178 percent year-over-year increase in sponsorship revenue compared to its 2019 festival, while Béis’ 2024 activation earned 3.4 million views on social media. It’s proof that these partnerships are highly visible and profitable—and they’re only just getting started.
“Ultimately, what we love is engaging with our fans and future fans [in real life], making that genuine connection with them and letting them know who we are as a brand,” says Money. “As long as [people] keep telling us that this is something they are interested in seeing from us, we will keep showing up for them.”
