Desert Daydream
Picture yourself in the Coachella valley. You can’t wait to see your favorite artist on the main stage today. The desert air is thick with anticipation. Your sequined top sparkles in the sun. But wait, your pockets are empty? Oh that’s right, it’s all a dream. You can’t afford a Coachella ticket. Silly goose.
This weekend, the Coachella Valley Music and Arts festival begins its annual run in Indio, California. The performance lineup will feature hundreds of artists from Sabrina Carpenter to David Byrne. Also featured, are the TikTok influencers and uber-wealthy festival goers swarming in by the thousands. Sure, the music industry is a marketing machine, but we want to see the band, not the brand. Here’s the kicker though. The now-exclusive Coachella, was made to do the opposite. I’m looking at you Pearl Jam.
ticketmaster War of ’94
We all know Ticketmaster. The corporate ticketing giant known for its hidden fees, exploitative pricing, competitive reselling, and unethical practices. So in 1994, Pearl Jam, who was the best-selling rock band in the world, decided to fight back. Their two-year lawsuit alleged that Ticketmaster was operating an illegal monopoly. Additionally, Pearl Jam wanted to cap off their ticket prices at $18. I think my left sock costs $18.
Stay with me, we’ll circle back to Coachella.
Alright, let’s rewind. In 1992, tensions began after their smash-hit debut Ten skyrocketed in popularity. Pearl Jam hosted an enormously-popular Seattle concert, free of charge, but Ticketmaster wasn’t satisfied. The agency wanted to charge a $1 fee per “free” ticket. Pearl Jam was dedicated to the fans first and foremost. No way that was happening.
From then on, Ticketmaster continued to up their service fees, and back out of pre-existing deals. Let’s just say that didn’t fly with Pearl Jam‘s grunge ethos. Damn the man.
In retaliation, Pearl Jam started to book gigs at venues unaffiliated with Ticketmaster. Easier said than done. The answer: perform in the middle of nowhere. Sound familiar?
Planting the seed
Through the chaos, concert promoter Paul Tollett saw only opportunity. He did something unprecedented, and booked Pearl Jam a gig in the California desert. You guessed it, that show was a success. The open area was perfect for a large-scale audience.
In 1999, Tollett expanded his idea into a full-blown festival. Thus Coachella was born.
Early Years
Believe it or not, that first year (’99) was a financial disaster. Despite big names like Beck, Rage Against The Machine, and Tool, the festival’s anti-corporate stance was unchanged. That made things difficult.
Luckily, Coachella broke that curse in 2004. Its massively popular headliners, Radiohead, The Cure, and The Pixies drew in its first sold-out audience. Things only grew from there, to become the Coachella we know today.
lasting Impact
In case you’re wondering, Pearl Jam‘s legal battle was eventually dropped. But what they left behind is greater than that. They took initiative and fought for a more fair and accessible concert-going experience. That took real guts. Through their boycott, they (indirectly) inspired the highest-grossing musical festival in the world.
My only wish is that Coachella would spend more energy on the art being shared, and less on the cash grab. Money makes the world go round, but music is what keeps us going. It belongs to the fans.
