Coachella coverage is everywhere, but no one’s talking about this year's creators that posted their way to the festival stage.
Inside this week’s premium drop: three performers who didn’t just go viral, they built the kind of loyalty brands dream about.
quick summary ⚡️
Virality no longer guarantees success + a new Ones to Watch featuring up-and-coming Coachella creator / musicians
Cultural gems: Millennials are bracing for another recession, the new social media network coming your way and more
Last year’s Coachella Ones to Watch and how we predicted a real-time rise to fame
3 new Coachella performers who are here to stay
Let’s be honest: everyone and their publicist has weighed in on Coachella at this point. But here’s the thing, we actually did call it early. Last year’s Coachella Ones to Watch highlighted the musicians who were building full-blown creator brands alongside their careers [hi, Chappell Roan 👋], and this year? We’re keeping the streak alive.
Also, we asked, and you answered. Yesterday’s poll revealed that almost 90% of you are ready for Coachella to embrace their roots and go back to the music vibes of yesteryear. Will they listen? Only time will tell…
Because if Weekend 1 taught us anything, it’s that a viral moment might land you on the lineup, but only the artists with real fanbases, strong narratives, and a POV that extends beyond the algorithm are sticking the landing [the rest are quietly praying the crowd knows the words].
We got into the brand side of things in yesterday’s newsletter [spoiler: Pinterest ate], plus shared our on-the-ground dispatches from Megan Collins, M.T. Deco’s official Coachella Correspondent. But now we’re zooming in on three performers who prove that virality is cute, but craft is king.
Want to be the friend who knew about these baddies before the NPR Tiny Desk drop? Upgrade to paid for the receipts and check out our new Ones to Watch: Coachella Edition here.
💎cultural gems💎
The moments and media catching our eye…
🚀 YOU CAN BE RICH, JUST DON’T LIE ABOUT IT, @mrsdowjones on instagram
“The [Blue Origin] trip was marketed as a mission to inspire girls in STEM but getting a seat on Blue Origin is paywalled. So, how is that supposed to inspire a woman in STEM? Who has $600k as a woman in STEM to spend to go to space for 11 minutes?”
We second Katie Couric's prediction in the comments that this will be taught in PR/marketing classes as exactly what not to do.
🤭 PAIGE DESORBO DEFENDS HER RIGHT TO GIGGLE, the cut
When you’re writing a book, you really do have to take inventory of your life. I realized that as a little kid, I subconsciously knew exactly who I wanted to be as an adult and what I wanted to do.
You can find our breakdown on Paige DeSorbo and why she’s such an it-girl here.
💸 MILLENNIALS HAVE LIVED THROUGH ECONOMIC UNCERTAINTY BEFORE. THEY’RE NOT NOSTALGIC FOR MORE, nbc news
“Millennials are worried they are about to experience a “once-in-a-lifetime” recession. Again.”
📱 OPEN AI IS BUILDING A SOCIAL NETWORK, the verge
“While the project is still in early stages, we’re told there’s an internal prototype focused on ChatGPT’s image generation that has a social feed.”
🍒 JOANNA GAINES PROVES RED IS STILL HAVING IT’S IT GIRL MOMENT, people
“The Fixer Upper star proved that there’s nothing wrong with going back to basics when sharing an inside look at the Magnolia Market’s summer install on Instagram.”
don’t believe we’re ahead of the curve?
Last year we predicted the meteoric rise of Chappell Roan based on her talent for harnessing social media and nailing her aesthetic. Now she’s being called the next Lady Gaga. ⬇️
check out last year’s breakdown here
resources
for working professionals…
for entrepreneurs…
Why prioritizing your comments and DMs is a winning strategy
Platforms that can strengthen your community and make you $$$
Megan Collins' Ones to Watch takes are always elite. 👏👏
Love that you talked about our icon, Paige Desorbo. Also, uhm crazy your Chappel Roan prediction. Lastly, we are in that 90%. Can Coachella stop being about influencers and brands?