A music competition may not be the goal group for all of automakers, however Coachella stands by itself. The competition within the coronary heart of Indio, California, has grow to be an enormous on this planet of music festivals, and its fame stems from a singular mix of things. Coachella boasts a star-studded lineup 12 months after 12 months. We’re speaking headline acts like Beyonce, Radiohead, and Daft Punk, alongside rising stars and shock reunions. It doesn’t cease at only one style both. Coachella throws collectively a mixture of rock, pop, indie, hip-hop, and digital dance music (EDM), making certain there’s one thing for everybody. This range retains the competition recent and attracts a broad viewers.

Past the Music

It’s not all concerning the music at Coachella. The competition grounds are remodeled into an inventive wonderland. Giant-scale artwork installations and sculptures grow to be backdrops for pictures and social media moments. The competition has grow to be a trendsetter in trend as effectively, with attendees rocking their most original and crowd pleasing outfits. This inventive and social media savvy side provides one other layer to the Coachella expertise.

Partnerships With World Artists

The panorama of Coachella has developed right into a vibrant area the place iconic manufacturers like American Categorical, Coca-Cola, Google, Heineken, and YouTube have interaction each their core and prolonged audiences. Amongst them is BMW, the official automotive accomplice, which has participated within the occasion 5 occasions since 2017. Through the years, BMW has collaborated with world artists reminiscent of Hans Zimmer, Khalid, Doja Cat, and this 12 months, Jon Batiste, to showcase their distinctive personalities and inventive expressions by means of customized BMW automobiles.

Moreover, BMW constantly assembles a various world expertise pool yearly. Though the time period “influencer” can carry destructive connotations—I’ve my very own ideas about this, though we generally create comparable content material for our social media platforms—I used to be positively impressed with the expertise group hosted by BMW. This 12 months, BMW, BMW of North America and BMW M prolonged an invite to attend the occasion and perceive it from inside, with none strings connected or an agenda laid out for me.

In comparison with different media occasions I attend, this one was extra relaxed and decentralized. It was primarily, “Right here’s the place we’re, right here’s a cool automotive for those who’d prefer to shoot some content material, and we’ll meet up with you later.” I had no official agenda and was genuinely unsure about what I’d write or what awaited me.

Assembly Some Inspiring Younger Individuals

On my first day at Coachella, I wanted transportation to the competition. A Coachella-branded BMW X7 arrived, accommodating myself and 4 others. Amongst my fellow passengers was an interesting younger girl from Germany. Our dialog, which started with sports activities, together with the Tokyo Olympics and the forthcoming video games in Los Angeles, surprisingly transitioned into discussions about charity and nonprofit initiatives. She revealed her background as a Syrian refugee who had resettled in Germany, her cultural assimilation, and her aspiration to compete in swimming on the Tokyo Olympics, sparking my journalistic curiosity to be taught extra about her inspiring journey.

I’m fairly the film buff, a pastime I attribute to the numerous lengthy flights I’ve taken the place I generally catch a film whereas working. There was one movie from 2022 that significantly resonated with me. Rapidly, I started to marvel—might it’s her? One of many Mardini sisters? Certainly, it was. Yusra, 26 years outdated, sat casually in my shuttle automotive, sharing insights about life and imparting knowledge on charities and the significance of giving again.

Now, at 44, I didn’t develop up in an surroundings like at the moment’s youth, nor did I inherit their inherent want to contribute. I hail from a rustic that spent many years below communist rule, the place the idea of charity was nearly nonexistent. For the subsequent 45 minutes, our dialog revolved round her partnership with BMW and the way she cherishes the platform it supplies—not solely to specific herself but in addition to contribute positively. She talks about different non-profit tasks she has in works, together with some with BMW. Yusra didn’t come throughout as simply an influencer there to get together. And she or he was genuinely humble and all the way down to earth. Ultimately, she didn’t solely have an awesome film made about their life, however she competed within the Olympics. There are not any greater achievements on this planet of sports activities.

And for those who haven’t seen “The Swimmers” on Netflix, I extremely advocate it. The movie is each heartbreaking and galvanizing.

Subsequent, I met a gentleman from Iceland—trendy, expressive, but remarkably all the way down to earth. I’m not solely a film buff but in addition a fervent soccer aficionado, or soccer, as we name it in America. I observe it, play it, breathe it. The Icelander appeared acquainted, however I couldn’t place him, and he wasn’t one to boast about his previous. After chatting, I noticed the place I had seen him: He performed in opposition to the legendary Messi in a memorable 2018 World Cup match. Image it: the long run world champions, Argentina, up in opposition to a small, lovely, and tenacious workforce from Iceland. Their 1-1 draw stays one of many best upsets in World Cup historical past.

Rurik Gislason, the gentleman in query, had a distinguished soccer profession with stints in Germany and Denmark, gracing among the largest levels within the sport. Now, he serves as an envoy for the SOS Youngsters’s Villages, utilizing social media to specific his individuality and transition from an athlete to a broader identification.

I additionally met Thiago Mansur and Gabriela Prioli, a pair from Brazil excelling of their respective fields. Thiago is a celebrated musician, and Gabriela, previously a lawyer, is now a TV persona. They’re each understated but possess inspirational tales that resonate positively with the youth. Particularly in Brazil. Undoubtedly, amongst our massive group of expertise, there have been many intriguing tales, together with that of Jon Batiste—sure, that Jon. Nonetheless, these are only a few of the encounters I had the privilege to expertise briefly.

Highway to Coachella

However what does this should do with the BMW XM and Coachella? Let’s rewind to 2017. At the moment, BMW was keen to spotlight their pioneering electrical automobiles, the i3 and i8—among the many first electrical automobiles produced for the street, a reality typically neglected. Again then, BMW was a frontrunner within the electrical revolution. They aimed to leverage Coachella’s explosive progress and iconic standing, which has established it as arguably essentially the most important music competition globally. It additionally offered a chance for the model to enchantment to the youthful Gen Z demographic, demonstrating that BMWs weren’t just for prosperous people and die-hard M lovers but in addition for individuals who view automobiles by means of a recent lens.

The collaboration started with the “Highway to Coachella” marketing campaign, which featured the i3s and i8s adorned in funky, enjoyable camouflage. This theme continued over time, together with with the iX, culminating within the introduction of the BMW XM in 2023.

Why The BMW XM?

Now, the XM could also be thought-about out of the value vary for a lot of, together with festival-goers, and it’s additionally arguably some of the controversial BMW merchandise of the final decade. I gained’t delve into the explanations for this controversy now. As an alternative, I need to deal with what the XM represents: an electrified efficiency automotive with quirky and distinctive aesthetics. Whereas some would possibly select destructive phrases to explain the automotive—in any case, aesthetic preferences are extremely subjective—round Coachella, the XM undoubtedly turns heads.

The competition transcends simply nice music, artists, and beautiful surroundings; it’s additionally a canvas for private expression. Whether or not it’s by means of trend selections or musical preferences, Coachella attendees are actually distinctive. Whereas it’s cheap to imagine that many attendees may not be available in the market for a luxurious automotive—that is simply my hypothesis, not based mostly on arduous knowledge—the competition itself calls for a considerable monetary dedication. Spending hundreds for a single weekend isn’t for the faint of coronary heart.

On the flip facet, Coachella additionally attracts an array of extraordinarily rich people. Beginning on the prime, Jeff Bezos, the visionary behind Amazon, was noticed having fun with his time at this 12 months’s competition. I used to be additionally inside 5 ft of Will and Jada Smith, Justin Bieber, Jon Batiste, and Alessandra Ambrosio, amongst others, having fun with numerous performances. For sure, the superstar turnout is at all times spectacular. This 12 months’s roster included Taylor Swift and Travis Kelce, Billie Eilish, Ludacris, Paris Hilton, Kendall Jenner, Shaun White, Heidi Klum, Suki Waterhouse, and extra—simply to call a number of well-known attendees. And these are simply the influential and/or rich those who I do know, however I might think about much more prosperous folks have been current as effectively.

As Colourful As Your Individuality

Thus, BMW’s presence with its XM mannequin at Coachella may not be about quick gross sales however is actually an efficient technique for sustaining model relevance, showcasing progressiveness, and being one of many few—and notably, the one automotive—Coachella companions. In the end, advertising and marketing can also be about model consciousness, and the Coachella-themed XMs have been a success. Beneath the theme “As Colourful As Your Individuality,” BMW showcased among the 50 particular person colours supplied for the XM, completely aligning with the competition’s ethos of private expression and elegance.

There have been some beautiful colours on show, like a lovely Santorini Blue, a vibrant Sao Paulo Yellow, a beautiful British Racing Inexperienced, and a placing Sakhir Orange. Paired with the scenic Palm Springs backdrop, these colours made for numerous Instagram-worthy moments. So, whereas the BMW XM would possibly obtain its fair proportion of criticism on-line—to place it mildly—it actually matches proper in at a spot like Coachella. Should you’re going to be there, you would possibly as effectively make a press release.

It was my first time at Coachella, and I have to disclose that I used to be invited as a visitor (not paid however hosted) to look at the competition and see firsthand what BMW has been concerned with for years. From the surface, it might appear superficial, however from inside, the expertise typically holds nice surprises, like assembly folks with outstanding life tales. So, kudos to BMW and its company, Pacific Media, for assembling a gaggle of abilities that positively influences everybody round them in a significant, non-superficial means. It’s additionally noteworthy how adept they’re at figuring out up-and-coming artists poised to grow to be world stars.

Total, it was a singular expertise, and for those who love music, Coachella ought to undoubtedly be in your bucket record, regardless of your age. [Photos: BMW / @tobi_holzweiler]