This past weekend I had the pleasure of helping produce one of top Coachella parties of Weekend 1, Sonic Desert. I brought on partners in the legendary music company, Roland Corporation , BPM Music, and Pioneer DJ (AlphaTheta EMEA Limited) to help elevate the event to deliver a true festival experience.
From Render to Reality: As Coachella is the most famous music festival in the nation, it only made sense for our Topo Chico activation to be musically focused. I reached out to Roland Instruments about collaborating on a fun, interactive lounge where attendees could come and relax under the shade, enjoy a cold Topo and discover their line of music production instruments. After producing and presenting a few renders to them as a target for our activation, the Roland team was absolutely instrumental in helping to bring this “living room oasis” concept to life. We had a “front yard” hosted by the talented Zeale where he welcomed guests and invited them to freestyle with him or produce songs on a drum pad while he rapped, “living room” where people could have a seat, put on some headphones and make their own beats on portable devices, a “bar” where people could try one of our new Topo Chico Sabores or an original Topo from the bottle, and “backyard” with lounge chairs and corn hole.
The BPM music stage: to truly create a festival like experience, we needed performers, a stage, and the best in sound. I worked with the team at BPM Music and Pioneer DJ to help bring world-class stage production to Sonic Desert. The BPM team launched their new BPM Sessions concert series and brought out Austin Millz to headline the event. Pioneer was gracious enough to provide all the sound and DJ gear to make it happen.
Huge thanks to Marissa Mills and Style-Firm LLC for trusting me and letting me lead the music components for the event. Marissa is absolute pleasure to work with and I can’t thank her enough for the opportunity.
Very special shoutout to Tessa Corcoran and Benji Hickerson for the support from the Topo Team, and Steven Morales, Alexandra Chang, Victoria Mathew, Celeste Marcoline, and the rest of the Coca-Cola team for the additional help.
By The Numbers:
8k+ samples
70+ influencer posts
5.6M+ total social reach
3B+ Media impressions
Same time next year?