I have my own mixed feelings about Coachella. The crowds of people on some substance or another. The problematic ownership at the top. The cost of it all. I know there are people who really love it. I'm not sure I'm one of those people. Personal feelings aside, I followed my curiosity when I had the chance to shoot a couple of events in Palm Springs during the first Coachella weekend, including the YSL Beauty Station. This was a pop-up shop installed on an empty plot of desert land off Highway 111 in Cathedral City. I know rather little about the beauty industry and/or makeup products. But it turns out the pop-up was a massive hit for YSL Beauty as well as the many, many, many social media folks who came out in droves to check it out.
I shot a few more events that weekend, and got to see the power of social media at work. I've been aware of just how influential the social media influencer is for some time now. I know people of the non-millenial mindset try to shrug them off, thinking of them as just silly and selfie obsessed. I have to say there is a lot more sophistication behind the influencer machine these days. Gone are the selfie arms, and selfie sticks for that matter. I saw pro photographers and camera crews. I saw some really well-crafted interactive events that were truly very impressive. The influencer crowd is going to be here for quite some time.
With the influencers came...everyone else? I'm not really sure who is an influencer anymore, to be honest. All I know is that for your typical, generally curious photographer, Coachella weekend brings out the fashionistas and they who seek to be photographed. A few street portraits at the YSL Beauty Station:
Some of my photos were featured here at the BizBash website.
My photography website.