Okay, so let's talk about Coachella 2026. And I mean really talk about it, because I feel like everyone is covering the sets and the outfits and nobody is talking about what actually happened from a marketing perspective. So consider me your girl on the inside, breaking it all the way down. First, some important scene setting. Coachella's 25th anniversary was always going to be a moment. Sabrina Carpenter on Friday, Justin Bieber making his first ever solo headlining appearance on Saturday, Karol G closing out Sunday as the first Colombian artist to headline the festival. The lineup was insane. But here's the thing nobody in the comments is saying: the stage was almost beside the point. Because while 125,000 people per day were walking through those festival gates, an entirely separate show was happening. And that show had a much bigger marketing budget. Let's start with the couple of the moment.