On this week's episode of Not Rocket Science, I give a little breakdown of the business history of Coachella Music Festival in Indio Valley and how it went from an alternative weekend festival that lost money in its first year (1999) to the music juggernaut that it is today. I dive into how the festival's unique setting is based on an idea shaped 6 years prior from the festival's first year when Pearl Jam picked the Indio Valley to perform a concert in protest of Ticketmaster's stranglehold on concert venues. I also focus on exactly what differentiates Coachella from other music festivals along, the risks that Goldenvoice, the promoters behind the festival, took due to the potential that they saw in the event and the key aspects of the festivals growth that allowed it to separate it from the festival season pack and turn it into one of the main drivers of the current pop culture landscape.
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