The Challenges of Coachella: How Jessie Ware Survived, and What It Means for the Future of Music Festivals

In 2019, Jessie Ware, a singer nominated for the Mercury Prize, faced a particularly tough time at Coachella. Despite the vast desert skies and indifferent audiences, Ware struggled to connect with her audience during her performance. Technical difficulties added to her stress as she competed for attention with Cardi B on another stage.

Ware’s more introspective music clashed with the youthful crowd at Coachella, making for a challenging atmosphere. At 33 years old, Ware felt out of place singing about topics like motherhood to an audience who might not fully appreciate her message. Even her own mother, who was in attendance, gave her honest feedback urging her to consider quitting music altogether.

Despite the difficulties she faced at Coachella, Ware ultimately did not give up on her music career. However, many artists and attendees are starting to turn away from the festival due to its association with influencer culture. In recent years, Coachella has struggled to sell out, with only 80 percent of its 250,000 tickets being sold in 2024. This decline in ticket sales could indicate a larger shift in the music festival industry away from events like Coachella and towards smaller, more intimate gatherings.