“Our analytics team at Maven Road carried out a Social Listening and Audience analyses from January 12th to April 24th, 2022, to understand what prompted users to attend the festival, as well as identify their interests and topics of discussion surrounding the event,” said Paul Herrera, COO & Co-founder at Maven Road.
This research revealed key aspects regarding Coachella’s audience and their interests that should be considered by brands and business leaders that seek to reach this community:
Fans are involved in the entertainment industry. According to a Social Network Analysis conducted on users discussing Coachella on Twitter, a significant share of fans identify themselves as artists, actors or streamers. This has led them to become more actively involved in conversations surrounding the event and gain a sense of community. Furthermore, users were vocal about their interest in TV & films, sharing their favorite movies in their bios, including Marvel and Harry Potter.
Fans are immersed in the J&K-pop scene. The J&K-pop genres were most popular among Coachella’s audience this year (56%). Users discussing the festival expressed significant interest in performances of Asian artists; one of the main highlights of the event was the comeback of Korean group 2NE1, accounting for 989.8K mentions. Additionally, 32.5% of the festival’s conversations were authored by users from Asian countries.
These conversations provide an in-depth look into the community’s interests and motivations, unlocking opportunities for decision-makers, brands, and stakeholders that seek to reach this audience.
Please visit Coachella, a glimpse into the festival’s community and ’22 comeback to read the complete research.
About Maven Road
Maven Road is a global business intelligence firm focused on creating lean, actionable consumer and audience intelligence. Our knowledge and expertise allow our customers to reach new pockets of consumer data that would otherwise remain untapped. Our Big Data, Machine Learning Models, and Advanced Analytics help global brands stay ahead of the market. To learn more, visit mavenroad.com.
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