h1Just when the urge to share seems strongest, you notice one bar on your phone and the moment passes without a chirp.
Guest post by Marc Ruxin, CEO & Co-founder of TastemakerX.
I’ve been going to Coachella for many years now and I have also been to almost every other festival of its kind, but somehow Coachella is different. In many ways, depending how you play it and like all great festivals, Coachella can be a genuinely spiritual experience. It is not just about the groove of any individual set, but the overall vibe of the festival that continues on a beautiful three-day loop. First, the painted-desert surrounded by exposing mountain views cultivates a surreal dream-like state. Then there’s Coachella’s programming that for certain kinds of music fans (i.e. indie rock, electronica, and certain flavors of hip-hop), there’s just no comparison.
Other festivals cater to different musical preferences. Bonnaroo and Outside Lands favors rootsier rosters. JazzFest speaks for itself and draws an eclectic crowd. The ACL and Lollapalooza line-ups appeal to broader audiences whereas smaller festivals like Picthfork and Sasquatch are hyper-focused on the indie hardcore. There’s even Ultra and Electric Daisy that focus on electronic and dance. It’s all good because regardless of what people prefer, it’s just important that they see live music, whatever the flavor, as often as possible.
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The resurgence of musical festivals in the U.Ss is worth noting because of three major cultural drivers. First, there is a desire for like-minded people to converge into communities and experience their passions ‘together’ despite the connected yet impersonal society we live in (see Sherry Turkles’ Connected, But Alone? talk at the TED conference this year).
Second, efficient and popular social platforms like Twitter, Facebook, Tumblr, Pinterest, and, the subject of my last year’s Coachella update, Instagram (now Facebook) enable artists to communicate with fans. For the first time ever, indie musicians are using social media to build massive followings and reach audiences that would have been impossible 5 years ago.
Finally, landmark changes to the amenities have altered the overall experience of these outdoor gatherings. Music festivals have evolved into legitimate cultural events complete with diverse food options (Korean BBQ, a poutine truck, and fish tacos), ever-creative art installations, and a mass convergence of the creative class.
So, it’s clear that people need, crave and want events like Coachella to look forward to and organize around. They want to drop out of real life and immerse themselves in a different world for three glorious days. But these same people, now hooked on the most potent drug in the world - the Internet, “expect” to be able to publish all of their experiences to the broader virtually-connected world and in real time. But just when the urge to share seems strongest, you notice one bar on your phone and the moment passes without a chirp. We’re all accustomed to the sea of bright “fail notices” pulsing brightly from smartphones during concerts and festivals. Mobile users are now accustomed to their favorite apps failing at large events - Foursquare, Instragram, Twitter, and our own TastemakerX Music app struggle with this and just when you want to use them.
Perhaps if festivals weren’t the ripest place on earth to harvest legitimately interesting content, photos, videos, deep thoughts, shallow thoughts, occasional moments for real clarity, it would be easier to accept. But we now have these amazing apps, so not being able to use them is frustrating, preoccupying and time seemingly tragic. As much as we’d like to just blame AT&T and Verizon for incompetency, the problem, although addressable, is also a non-trivial task. It’s a complex problem and one hand, deprives the world of incredible content and on the other, spares us from a mountain of banality. Either way, one thing is clear: we live in a world where people want and need to share.
Read more on TastemakerX.