When you think of a music festival like Coachella, do you imagine free-spirited 20-somethings roaming the grounds and swaying to the tune of their favorite artist, free from The Man to do as they please all weekend long?
It’s a clever disguise that Coachella has managed to make into its brand, but underneath the cropped peasant tops and wide-brimmed hats is a whole lot of money, with major corporations banking on this faux-subculture image.