This year's Coachella Festival headlined Beyoncé along with rapper Eminem and R&B singer, The Weeknd. However, Beyoncé headlining Coachella marked a change in the festival's history. Normally the festival is attended by teens and millennials, but with singer Beyoncé set to perform, Coachella's fan base extends, and new customers attend the festival. Statistics state the nearly two-thirds of Beyoncé's fan base has never attended a music festival, therefore her performance at Coachella would lure first-timers to the festival.
Taking into consideration that Beyoncé's fan base has fan's around 30- and 40-, Beyoncé's performance would bring bigger-spending fans to Coachella. The most striking aspect of Beyoncé headlining Coachella is that this would be her first time playing in a U.S. festival as big as Coachella. But it doesn't stop here, Beyoncé's performance would mark the first time in the festival's history to have a black woman headline.
Beyoncé's performance is something to be excited for since not only is it making history for the festival, but it is also marking her comeback, for this would be her first performance since she was pregnant and performed at the 2017 Grammy Awards. The pay is also going to be another major perk for Beyoncé at Coachella, for it is expected she get paid $5 million for one day and if she performs both days she'll receive as much as $10 million.
For Coachella, it seems they have their target market settled to be for teenagers and millennials, however as is seen, with Beyoncé headlining this year, their target market is expanding to fans ages 30- and 40-. Now, you might ask yourself, what difference does it make if people are already attending? Well let's examine the current target market of the festival and the potential target market upon Beyoncé's performance this year at Coachella.
Most of the multitude that attends Coachella consists of millennials and teenagers. Having a target consisting of teenagers and millennials is beneficial because it makes the festival popular and trendy over social media, providing free promotion of the event. Now, if the target market would extend and include Beyoncé's fan base of people who are 30- and 40-, then that would allow there to be attendees who would spend more. It also would invite those first-timers to fall in love with the festival and want to attend for years to come, as well as invite their friends, and once again it will be free promotion of the event.
Because, who would want to miss a performance from Beyoncé?
Written by: Elsy Perez
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