Bringing over 500,000 people from all around the world every year, the Coachella Valley Music and Arts Festival began two weekends ago, drawing attention to its controversial ticket prices. This year, the general admission price is around $550–650 USD (₩800,000–950,000 KRW), and the VIP price exceeds $1,200 USD (₩1,800,000 KRW). Including accommodation, transportation, and food costs, the total average cost is $2,500–3,500 USD (₩3,700,000–4,500,000 KRW). This large amount proves that the festival is no longer just an opportunity to enjoy music but has become an affluent experience.

There are reasons behind the high prices. Popular singers like Justin Bieber and Sabrina Carpenter boost demand rapidly. A limited number of visitors and resale markets also assist in augmenting the prices. Moreover, accommodation costs that double or triple the original price fuel the price hike. According to Zapzee, one group saw their $20,000 Airbnb reservation abruptly canceled, forcing them to rebook at a much higher price with only a partial refund.

However, Coachella is now recognized as the trendiest cultural icon, beyond a simple music festival. VIP programs and brand collaborations provide outstanding experiences, becoming a window for influencers to produce content. For many individuals, this experience functions as a social media asset. Eventually, Coachella leaves the question: “Is a festival a culture for everyone, or an event for the few?”

This shift showcases that the festival industry is expanding into an economic platform from being regarded as a mere art form. At the same time, there are concerns that if the price increase continues, cultural accessibility may be lowered. This is a time to find a reasonable balance between profitability and public interest in the industry. The question of what value festivals should have beyond a cultural experience remains unanswered. Ultimately, the most important task is to redefine for whom the performance experience should exist amidst the changes driven by technology and the market.

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