Sunday, Apr. 19 2009 @ 1:42PM
Almost as soon as it began, sponsors and magazines have tried to find ways to promote themselves to Coachella's massive audience (as well as its performers), and there's no better way to do that than a party. Booze, food, DJs and other amusements are laid out at some swank Palm Springs/Indio pad, and style-conscious fun in the sun ensues. Unless there's a band we are dying to see (who wont end up playing LA eventually anyway) our M.O. the past couple years has been to skip the sweltering fest to lounge at these freebie-filled oasis' til the temps cool.
Despite the economy, there sure wasn't a shortage of shindigs this year: Filter's pre-party on Thursday, Urb's Indioasis, BPM's Music Loves Fashion, Levi's Desert Gold, Vitamin Water's Good Life, T-Mobile's after bash last night (which we planned to attend, but had absolutely no zing left for by the end of the eve). Yesterday's Anthem magazine gathering, was, as expected, pure mayhem. Ink baring teeny-tiny swimsuits everywhere, drunk dudes in funny hats, all splashing and screaming and shaking amid blaring beats. The DJs were great, even if the guy who played Mr. Mister's "Broken Wings" pushed the irony bar too far. It was the most crowded and crazed Coachella party we might have seen yet, alternately exciting and annoying.
We've got some friends who poo-poo the party scene all together, insisting that Coachella should be all about the music, not corporate-sponsored events. But Coachella is a big corporate sponsored event, and connecting with others is a big part of the experience too. Prancing and posing at parties, in the VIP (and super Artist VIP area where we scored access this year) aside, everybody mostly just wants to have fun. Come with the right attitude and you will make some inspiring human connections. This weekend in particular we made a lot of new Coachella friends... and only some of 'em were on Ecstasy.