5 Things to Learn From GV BLACK's Coachella Brand Activation

People come to Coachella for the music, but they stay for the experience. 

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This high-energy event pulls in hundreds of thousands of people globally every year, creating the perfect storm for brands to make their mark in new and exciting ways. If all eyes were on you—how would you want to be recognized? 

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At the 2024 Coachella Valley Music and Arts Festival, Goldenvoice BLACK (GV BLACK) curated an activation beyond selling a product or offering exclusive deals. Their mission at Coachella (and across the music industry) is simple—they are committed to providing Black, Indigenous, and People of Color (BIPOC) with a stage and a voice.

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Keep reading to learn more about the importance of this initiative and why their Coachella brand activations are next-level experiential marketing wonders!

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What Is GV Black?

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GV Black is an employee-driven initiative within Goldenvoice, the organizer behind Coachella. What started as an internal forum has evolved into a force shaping policies, initiatives, and the culture that shapes event production and its music festivals.

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Their Coachella brand activations go beyond promotion—they’ve cultivated a movement, actively championing racial justice and inclusion within the music industry. 

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For 2024 Coachella, GV BLACK collaborated with Party In My Living Room and several Black designers to create an immersive experience paired with an exclusive merch line that celebrates Black culture and empowers BIPOC voices on the festival grounds. 
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Image Source: @gvblack_

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What We Can Learn From GV BLACK’s Brand Activations at Coachella

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You won’t be hard-pressed to find steal-worthy event moments in Coachella brand activations. Year after year, the Empire Polo Club at Indio in California becomes a campground for experiential marketing experts to showcase creative stunts, photo-ops, surprise performances, and other buzz-worthy events. 

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GV BLACK’s brand activations at Coachella take a much more thoughtful, purpose-driven approach. Here are the key takeaways we can glean from their methodology: 

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1. People Crave Authenticity — Give It to Them

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As a fellow minority-owned brand, Concierge Club knows firsthand how vital it is to create installations and experiences that genuinely represent a brand's message. You can’t just talk the talk—you have to walk the walk. In fact, around 86% of consumers factor in authenticity when deciding what brands they like and support.

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GV BLACK’s brand activations at Coachella cut through the noise by leading with authenticity front and center. The key here is mindful collaboration. By fostering strategic relationships and partnerships between artists, management, media and labels with Black, Indigenous, and People of Color, GV BLACK is taking huge, intentional steps to meaningful change.

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This year, they created opportunities for BIPOC designers and artists Kids of Immigrants, Joe Freshgoods, Melanie Royster, The Marathon Clothing, and Nol Collective. Using the voices and audiences of collaborators was a brilliant way for GV BLACK to expand its reach and facilitate deeper connections in and out of the festival grounds.

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2. Creating a Sense of Community Fosters Positive Brand Associations

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The most resonant Coachella marketing activations make people feel like they're part of something bigger—an exclusive club, a cultural movement, or a values-driven community. 

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That’s what GV BLACK achieved when they partnered with Party In My Living Room, a house party concert series celebrating local BIPOC artists. They brought festival-goers together in an intimate, vibrant space to connect, enjoy live performances, and feel part of a unique community. 

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Remember, meaningful human connections are the main currency of experiential marketing. When you successfully initiate people into the inner circle of your brand's community, it sparks powerful positive associations and affinity.

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So, here’s a reminder to Coachella sponsors: don't just push products—bring your customers together through unique shared experiences that foster emotional connection and create a positive association for your brand.
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3. Immersive Experiences Build Stronger Bonds

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As Concierge Club’s founder, Monica Gomez, says, “We create an elevated, tailored, unique experience that caters to the five senses that would excite the customer.” This is because complete immersion is what makes lasting impressions.

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In the sea of eye-catching Coachella brand activations, the most memorable are the ones that engage multiple senses. GV Black created Coachella activations that plunged attendees into an intimate house party, where they got a multi-sensory experience they’re not likely to forget anytime soon—especially with the memories plastered on their social media pages.

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For brands, the key is triggering multiple senses to amplify emotional resonance. Design experiences that transport people into your brand’s world through purposeful blends of sights, sounds, scents, flavors, and tactile details. 

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The more layered sensations you can spark, the deeper the imprint and connection you'll forge. Try it and see what happens!

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4. Social Impact Matters

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Speaking of making a lasting emotional impact, another way to connect with customers on a deeper level is by aligning your brand with social causes. The Coachella campgrounds provide a unique platform for sparking meaningful conversations through socially relevant content and experiences.

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With a largely young, progressive audience, GV BLACK recognized Coachella as the perfect stage to highlight the continuous need for racial equity, dismantling systemic barriers, and empowering marginalized communities.

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By championing these important societal issues through Coachella activations and partnerships, GV BLACK proved that they are not just paying lip service to their community. They can walk that talk, and walk they did to amazingly powerful results!
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Image Source: @partyinmylivingroom and @gvblack_

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5. Branded Merchandise Builds Brand Advocates

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Another way Coachella activations leave a mark outside of the music festival is through branded merchandise. Offering unique, high-quality branded items and featured product samples turns fans into walking billboards who proudly show off their brand affiliation to the world.

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GV BLACK’s brand activations at Coachella are further highlighted by their strategic brand merchandise. Their limited edition apparel designed by BIPOC artists creates a sense of exclusivity and pride among fans and reinforces the brand’s identity. 

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Create Brand Activations That Make a Difference With Concierge Club

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Coachella brand activations are a masterclass in successful and effective experiential marketing—and GV BLACK is no exception. However, replicating that level of engagement requires a deep understanding of audience, purpose, and creative execution, especially when weaving social impact into your brand story.

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Concierge Club is your partner in crafting unforgettable brand activations that resonate with your audience, no matter the event or occasion. As a 100% women and minority-owned business, we believe in the power of experiences that not only resonate with your audience but also drive positive change.

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We are passionate about social impact and advocacy, and we help brands leverage experiential marketing to champion causes they care about.

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Don’t wait for the festival season to make a difference. Contact our team today to learn how we can help you achieve your marketing goals!

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