Is Coachella dead? Absolutely not. It just stopped being a music festival a long time ago, and the brands that understand that are winning big.

This week Anna and Caitlin decode what Coachella actually is in 2026. Hint... it's not really about the music. With 125,000 attendees a day, half a million across two weekends, $120 million in ticket sales alone and a brand ecosystem worth over a billion dollars, Coachella is now one of the most powerful content and distribution platforms in the world. Think Condé Nast. Think Hearst. But it exists once a year and its primary output is not editorial. It is content at scale.

From the Gap Hoodie House, a masterclass in retention, personalisation and why a $100 hoodie sold out in the desert, to the 818 Outpost turning brand partnerships into a full sponsorship machine, to Rhode Beauty, Revolve and Justin Bieber's Skylark making this officially Bieber Coachella. Anna and Caitlin break down what worked, what it cost, and what every brand, big budget or guerrilla, can actually learn from it.

Because here is the thing. The real audience at Coachella is not on site. It is the rest of us, watching from our phones. And the brands that get that are the ones building activations not for the people in the room but for the millions watching at home.

It has not died. It has evolved. And that is exactly what kept it alive.

Also, big news. Caitlin Shell is officially a permanent co-host of Decode Sessions. Welcome to the table.

Decode Sessions explores the strategies, consumer behaviors, cultural shifts, and industry trends shaping the future of fashion, beauty, retail, and luxury brands.