Movement in
the Desert

- The Coachella Culture

In the late summer of 1999, a few thousand partiers from Los Angeles flocked to the outskirts of Palm Springs for a two- day festival featuring many of the same bands that played the disastrous Woodstock ‘99 festival only 3 months earlier.

Even thought the line-up was similar, the two festivals couldn’t have been more different. Woodstock became an infamous display of destruction and mayhem, while the first Coachella was the start of a new type of music festival, one with a distinct energy of freedom and creativity. Even back then, it would have been impossible to predict that old polo field would soon become hallowed ground for music lovers across the world. However, over the past 15 years, the Coachella Valley Music and Arts festival, has taken a life of its own.

Nearly 200,000 people come each year to feel the movement and energy of this one-of-a-kind crowd. This festival has become a moment when all arms are opened, and anyone can become a new friend during this incredible shared experience.

Coachella has developed into a state-of-mind. The music, the art, and the light shows all set a stage that allow people to adopt a Coachella persona – one that might even be a more perfect representation of who that person really is – a person that has let their creativity free.

It is the ultimate moment of creative self-expression for this generation. The desert gives everyone an opportunity to think beyond the ordinary, and to embrace the possibilities of what you can be on any given day.

If there is any cultural happening in the world that captures the spirit of Absolut's Transform Today campaign, then this is it. Various forms of creativity collide to inspire thousands to explore themselves and realize how much better life can be when they embrace their inner creativity.

Coachella doesn’t need to just be two weekends, it can be a lifestyle of how to be inspired, to interact with others, and to creatively express oneself.