Totally catching me off guard, earlier this week it was announced that in December there will be a Coachella Cruise. The SS Coachella, if you're nasty. Following in the footsteps of Weezer and 311, Coachella is embarking on an all-inclusive, hipster cruise experience.
The critic in me is very skeptical of this endeavor. If it was thought that doing two weekends of Coachella proper was a cash grab, this has to be thought of in the same light. The line-up is very small (of course; how could a traditional Coachella line-up fit on a ship along with the entire audience?) and not very diverse in tone; almost all groups are hip hop or electronic dance acts. Nothing wrong with that, but Coachella always has had the reputation for an eclectic mix of all music genres (Old Crow Medicine Show, anyone?). But the setting has a lot to do with that.
With SS Coachella, you're going more for the atmosphere than music. It seems to me like it will just be background noise while you're getting drunk at the pool, not a real focal point. The cruise will be a success because it has the name Coachella attached to it. As much as I hate to admit it, Coachella is a brand name that seems to gain more power with each passing year. Hell, I've definitely bought into it myself. Seeing Refused and Rage Against the Machine have been highlights of my life, all thanks to Coachella.
But where is the line drawn between art and commerce? Whenever art is monetized, it definitely loses it's appeal. It doesn't mean the art is any less special, it just means that certain motivations have changed. Is Coachella's main goal still to organize amazing acts, or is it now just a guise to make as much money as possible? Should we expect a Coachella Safari next? Where else can Goldenvoice take it, or a better question, where else should they take it? Will they team up with Virgin Galatic and do a "Coachella In Space"? Ok, I admit, that would be awesome.
Don't get me wrong, I do admire the tenacity of Coachella spreading it's wings past the Empire Polo Fields and trying something different. I'm sure it will be an awesome time, but I can barely afford one Coachella a year, let alone a cruise.
What's your opinion of the SS Coachella? Do you think it's awesome or should it go the way of the Titanic?
Bon Voyage!