Coachella this year was all about the billboards. Artists such as Lady Gaga, Charli XCX, Djo, Post Malone, and more took to the California desert to generate buzz for their festival sets. The highly coveted advertising space was filled with creative and sometimes confusing messages that sparked excitement among fans.
According to Morgan Rose, a director of client partnerships at Wilkins Media, this year’s Coachella billboards reached “critical mass” in terms of quantity and creativity. Artists like Djo and Tyla used clever designs and puns to grab attention, while others, like Post Malone, utilized layered visuals to tease their merchandise tent.
Billboard marketing has become increasingly popular among artists, particularly those who are independent. The cost is higher than usual due to limited inventory, but many see it as a worthwhile investment for reaching fans in a unique way. In fact, some artists, such as Lady Gaga, have taken multiple boards to create a multipart message.
The trend of using billboards for Coachella marketing has gained momentum since the pandemic. With around 30 billboards up for grabs and only 13 booked this year, the competition is fierce. However, many see it as an added bonus in a world filled with digital ads – grabbing attention with a physical billboard that fans can actually see is becoming increasingly valuable.
As Jenn Tolman Hurst, a member of Ava Max’s management team, put it, “This Coachella billboard moment has kind of turned into a tradition at this point.” Whether you’re an artist looking to grab attention or just a fan eager to catch a glimpse of your favorite artist, the Coachella billboards are definitely worth checking out.
Source: https://www.nytimes.com/2025/04/17/arts/music/coachella-billboards.html