Leadership, Audience & Integrated Marketing: An Event Study of Coachella 2024

For my COMM 323 ePortfolio Part 3 project, I chose to analyze Coachella 2024—one of the most iconic and influential music and arts festivals in the world. This assignment asked us to critically evaluate a large-scale event by examining its target audience, scope, marketing strategies, and areas for improvement, all while connecting our analysis to concepts from the course. In this video, I dive into how Coachella reaches its massive audience, what makes the event so impactful, and how strategic leadership and thoughtful design can elevate the attendee experience even further. Through this process, I learned how communication theory applies to real-world event planning and how leadership styles can shape both the logistics and creative direction of a high-profile event.

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References

Billboard. (2024). Coachella 2024 draws over 250K attendees.

Forbes. (2023). Economic impact of Coachella on local community.

Northouse, P. G. (2021). Leadership: Theory and Practice (9th ed.). Sage Publications.

Peters, M. (2022). Music Festival Demographics and Marketing. Journal of Cultural Marketing, 15(2), 45–60.

AOL. (2024, April 16). Coachella 2024: 5 things to do besides the music [Photograph]. AOL.