By  on April 12, 2018

Just as the Emmys signal the official start of awards season in Hollywood, the Coachella Valley Music and Arts Festival marks the beginning of festival season around the world. That equals spring and summertime marketing bonanzas for many brands, whether apparel, accessories, beauty, lifestyle or any tangential category.

Weekend One of the 2018 event, which kicks off on Friday at the Empire Polo Club in Indio, Calif. — along with adjacent off-site events in Palm Springs and surrounding towns – has already been teased and hyped in all manner of social media posts, direct-to-consumer e-mails and other online marketing, not to mention eagerly awaited party invitations that have arrived in the inboxes a lucky few thousand celebrities, influencers and media in the last week.

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