Remember the Coachella headlines from a few years back? Endless scrolls of influencer outfits, debates about ticket prices, and a general vibe that leaned more towards an exclusive fashion show than a music festival. For years, that was the brand, and it worked. But cultural tides shift. The gloss of hyper-commercialism started to fade, replaced by a craving for something more authentic, raw and dare we say it – messy. Suddenly, Coachella’s polished image felt less aspirational and more out of touch. The negative press mounted.

This year felt different. The buzz seemed firmly recentered on the music, the performances, the sheer spectacle. While the commercial element was still present, the dominant narrative shifted. How? A key part of the answer lies in their strategic use of the YouTube livestream. It wasn’t just a broadcast; it was a powerful act of brand repositioning.

But before we dive into the desert dust, let’s clarify:

What IS brand positioning?

Think of brand positioning as the specific, unique space your brand occupies in the mind of your target audience, relative to your competitors. It’s the answer to the question: “Why should I choose you?” It’s not just your logo or your tagline; it’s the overall perception, the feeling, the promise associated with your name. Are you the luxury option, the budget-friendly choice, the innovator, the reliable classic, the edgy newcomer? For musicians and filmmakers, this translates to: Are you the introspective storyteller, the high-energy performer, the avant-garde visionary, the socially conscious voice? Your positioning shapes how audiences perceive your work before they even press play or buy a ticket.

Why does brand positioning matter?

In a world saturated with content and choices, clear positioning is crucial. It helps you:

1. Stand  Out: Differentiates you from countless other artists, festivals, or films.
2. Attract the Right Audience: Connects you with people who will resonate most with your specific style and message.
3. Build Loyalty: Creates a tribe around a shared identity or value proposition.
4. Guide Decisions: Informs your marketing, creative choices, collaborations, and even pricing.
5. Manage Perception: Allows you to consciously shape the narrative around your brand, rather than leaving it to chance (or negative headlines).

Without clear positioning, you risk being forgettable, misunderstood, or appealing to no one in particular.

Coachella’s strategic pivot: From fashion show to unforgettable experience

Coachella faced a positioning problem. Their established image (“rich kid fashion show,” exclusive, influencer-heavy) was becoming a liability in a culture increasingly valuing accessibility and perceived authenticity. They needed to remind people of their core offering: an unparalleled live music experience featuring world-class production.

Enter the YouTube livestream. Here’s why it was such a savvy repositioning move:

• Accessibility: YouTube is virtually universal. No hefty ticket price, no geographical barrier (mostly), no exclusive guest list. Suddenly, the “once in a lifetime” experience wasn’t just for the privileged few; anyone could tune in from their couch. This directly countered the “exclusive” perception.
• Narrative Control: By curating the livestream feed, Coachella controlled what the world saw. They showcased the jaw-dropping stage productions, the incredible artistry of the performers, the energy of the crowds. The focus shifted dramatically from who was there to what was happening on stage.
• Highlighting the Core Product: The sheer quality and scale of the performances streamed were undeniable. It served as a powerful reminder that beyond the hype, Coachella invests heavily in creating genuinely spectacular musical moments. This reinforced their value proposition around music and production excellence.
• Democratising the Spectacle: It turned a physical event into a global cultural moment, shared by millions. This fostered a sense of community and excitement that transcended the physical location and its associated baggage.

The result? Headlines shifted (mostly) back to the music. The conversation became about standout performances and incredible productions. Coachella successfully began repositioning itself in the public consciousness, moving the needle back towards “unforgettable music festival” and away from “influencer playground.”

Beyond livestreaming: Other ways to reposition your brand

Coachella’s move was brilliant, but repositioning isn’t a one-size-fits-all strategy. For musicians, filmmakers, and other creators, other tactics include:

1. Evolving Your Storytelling: Changing the narrative themes, tone of voice, or visual language in your work and marketing.
2. Strategic Collaborations: Partnering with artists or brands that align with your desired new perception.
3. Shifting Your Target Audience: Consciously creating content or campaigns aimed at a different demographic or psychographic group.
4. Visual Identity Refresh: Updating logos, album art, press photos, or website design to signal a change.
5. Content Strategy Pivot: Focusing on different types of content (e.g., more behind-the-scenes, less polished marketing) to convey authenticity or a new direction.
6. Platform Focus: Prioritising different social media or distribution platforms that better reach your desired audience or reflect your new brand identity (like Coachella leveraging YouTube).

The Takeaway

Coachella’s YouTube strategy wasn’t just about getting views; it was a powerful example of understanding cultural shifts and using available tools to strategically reposition a brand. For music and film creators, the lesson is clear: brand positioning isn’t static. Understanding how you are perceived, why it matters, and how to strategically shift that perception through compelling storytelling and creative campaigns is essential for navigating the ever-changing cultural landscape and ensuring your art finds its audience.

Need help crafting your narrative and amplifying your next release?

Griffin King Creative helps film and music creators build bold narratives, shape unforgettable brands, and connect with the right audience—on purpose.

Let’s talk about positioning your brand for success.