Coachella, one of the most lucrative music festivals in the world, is attracting a significant number of South Asian music fans this year due to the inclusion of blockbuster performers from the community. The festival takes place every April in Indio, California and this year’s line-up includes South Asian acts such as Diljit Singh Dosanjh and Ali Sethi, who will be debuting at the festival alongside international stars such as BLACKPINK, Kid Laroi, Charli XCX, Labrinth, Jai Wolf, Joy Crookes, Jai Paul, Frank Ocean and Underworld. The elevated profile of this year’s performers makes it a significant moment for fans, who see it as an opportunity to experience joy like other Americans, with the diversity and “brown inclusivity” at Coachella being particularly appealing.
For South Asians who grew up in North America listening to Bollywood and other South Asian film songs, this is a milestone nod to their culture. Music and fashion go hand in hand at Coachella, and fans are getting fashion-ready, with an eye on cultural appropriation linked to American festivals, like the usage of henna tattoos and bindis that originate from South Asian culture. The festival has become a place where young South Asians try to reclaim their culture, with conversations around how to show up at the festival in a culturally appropriate manner.
This year’s Coachella has been a major draw for South Asian music fans, who are thrilled to see some of the biggest names in the industry perform at the festival. Indian singer and actor Diljit Singh Dosanjh, who is hugely popular among the Indian diaspora worldwide, will be the first Punjabi language singer to perform at the festival. Pakistani singer and composer Ali Sethi, whose song Pasoori was the most searched song of 2022 on Google, will also be making his debut at Coachella. Last year’s line-up included South Asian artists such as Raveena Aurora and Arooj Aftab, but the elevated profiles of this year’s performers make it a significant moment for fans.
For South Asian music fans, attending Coachella is a way to experience joy and connect with their community. Music festivals have traditionally allowed white people to experience joy and connect with each other, and South Asians see Coachella as an opportunity to be centred and to have the same experience. Fans are excited about the diversity and “brown inclusivity” at Coachella, which is particularly appealing to those who are looking for representation of their culture at major American music festivals. The festival has become a milestone nod to South Asian culture, especially for those who grew up in North America listening to Bollywood and other South Asian film songs.
Music and fashion go hand in hand at Coachella, and fans are getting fashion-ready for the festival. Fans whose daily playlists include Dosanjh and Sethi are putting together their outfits, with some going for a typical Coachella boho look. While the festival has become a place for self-expression, fans are mindful of cultural appropriation and are having conversations about how to show up at the festival in a culturally appropriate manner. For example, some fans are accessorising their looks with jewellery such as anklets and nose rings, which originate from South Asian culture.
In conclusion, Coachella has become a significant event for South Asian music fans, who see it as an opportunity to experience joy and connect with their community. The festival’s inclusivity and diversity are particularly appealing to those who are looking for representation of their culture at major American music festivals. The festival has become a milestone nod to South Asian culture, and fans are getting fashion-ready for the festival, while also having conversations about cultural appropriation and how to show up at the festival in a culturally appropriate manner.
