COACHELLA 2018 PLAYLISTS
For the 2018 season, I was again in charge of curating all of Coachella's official playlists. This time, with no official streaming partner (as of the time of this writing), I was able to build a more thorough playlisting strategy for Spotify. I also worked with Spotify to create a customized Coachella playlist feature that provided users with a playlist full of Coachella artists that was automatically generated based on their listening habits.
SPOTIFY PLAYLISTS: COACHELLA REFLECTIONS
This year, I was able to create a fully thought out concept for the Spotify playlist strategy. Wanting to do something different, I created a lineup playlist and five additional playlists that were themed to help inspire fans to reflect upon their Coachella experiences in advance of the show.
For the 2018 season, the Goldenvoice team created a website and promotional materials that focused on the individual fan's experience of the festival instead of massive crowds and performances from the artist's perspective. The website looked like someone's memory board, with cork textures, pins, polaroids, and more. So, I crafted a playlist strategy to fit in line with that aesthetic. I created polaroid frames, added images from our content archives, named them, and wrote descriptions that would craft a story and reflect on the Coachella experience.
The marketing and promotional campaign for these playlists is on-going and involves advertising, cross-promotions, PR, mobile messaging, mobile and web integrations, artist and influencer takeovers, and more.
Click on any playlist image to listen
2018 LINEUP PLAYLIST
It's finally Coachella season. The days are getting longer and nights are warmer, there seems to be something magic in the air. All the senses are heightened and anticipation for that weekend in April runs through your body like the chills from seeing your favorite band.
MADE IN THE SHADE 🕶⛱
The first half of the day is best soundtracked by relaxing tunes that will prepare you for whatever the sun brings. But be easy, because the sun is mighty. It’s like when you want to get to Coachella early to discover something new. A long day awaits, so stay cool and you'll be Made in the Shade 🕶⛱.
SONGS AND PALMS 🤘🏾🌴
Eventually it’s time to make moves and pick up the energy. Maybe it’s breakfast, maybe it’s a walk, a bike ride, or a long drive with all the windows down. Can you almost feel the desert wind that makes the trees move? We share something in common, dancing to all the Songs with Palms 🤘🏾🌴.
DAY WAVE ☀️💃🏻
There's nothing better than a carefree sunny day with the perfect playlist to match the mood. Make plans with friends because it’s never too early to dance. Like when you're feeling 10/10 and first get through the front gates, catch a vibe and ride the Day Wave ☀️💃🏻.
SUNDOWN SOUNDS ✌🏼🎶
Things change when the evening arrives. Dusk is a journey, not just a destination. These tunes made for twilight have enough energy to excite for the night. It’s like when the sun sets behind the mountains. Coolness revives every fan at the festival and it’s time for Sundown Sounds ✌🏼🎶.
NIGHTS AND LIGHTS 🔈✨
The moon is here with music distinctly for dancing. It’s like when you grab your friends and someone special, run into the crowds, and let it all go. Don’t worry about what you look like, or what your neighbor is doing. Focus on the sounds from the speakers, you’re ready for Nights and Lights 🔈✨.
SPOTIFY PLAYLISTS: CUSTOM COACHELLA PLAYLIST
We worked with Spotify to create a customized Spotify feature that allowed users to connect their Spotify account, and create a playlist full of Coachella artists based on their listening habits. Additionally, if the user came back to refresh their playlist at a later date, the recommendation engine would update based on their even more recent listening habits.
This feature could be found on the Coachella website at https://www.coachella.com/playlists/ or on our mobile app on the playlist page. We promoted this feature via social media, mobile messaging, and cross-promotions with Spotify.
APPLE MUSIC PROFILE
For 2018, I updated the playlist images and kept with the same Apple Music playlist strategy as the 2017 season which you can read about here.
Click on any image below to listen.