In the California desert, just off the I-10, creativity blooms in an unlikely place: towering roadside billboards. While 200,000 fans made the long, hot drive from Los Angeles to Indio last weekend, battling traffic and sunburns, something curious and joyful happened along the way — artists turned highway signs into hype machines.
Welcome to Coachella 2025, where billboards have become the unofficial opening act.
From Traffic Jam to Teaser Campaign
Billboards along the Coachella route are nothing new, but this year, they became part of the experience. The lineup wasn’t just on the stage — it was plastered in cryptic, colorful, and clever ways across the desert skyline.
“This year was an absolute explosion,” said Morgan Rose of Wilkins Media, the agency behind many of these campaigns. “Eleven months of the year, they’re totally ignored. But right now, they’re cultural currency.”
The signs ranged from mysterious to cheeky:
- Charli XCX teased her Brat era with a green billboard — the word “Brat” crossed out, sparking speculation and memes.
- Tyla, soaked and shining, borrowed a 1990s American classic with the line: “Got water?”
- Djo (a.k.a. actor Joe Keery) kept it simple with: “It’s Pronounced Djo.”
“Not particularly helpful,” Djo’s manager Nick Stern admitted, “but it makes people curious — and that’s the point.”
More Than Ads — They’re Moments
The beauty of this approach is in how personal and unpredictable it feels. “It’s become a tradition,” said Jenn Tolman Hurst, who manages Ava Max. “You’re crawling down the highway, then boom — a billboard appears. It says something weird, and you wonder: Is that a clue? A lyric? A joke?”
Ava Max’s own board read: “Don’t Click Play on Ava Max.” Of course, those who did were led to a hidden preview of her next single — through a fake “petition” website.
“People definitely clicked,” Hurst said, laughing.
Bringing the Billboard Onstage
One of the most powerful uses of the medium came from Post Malone, whose torn, collage-style billboard mirrored the aesthetic of his merch tent. During his Sunday night headlining set, he took things full circle — performing in front of a life-size replica of the same billboard.
“It’s a story that starts on the road and ends on stage,” said Grant Kratzer, lead creative at Posty Co.
How Artists Compete for Desert Real Estate
Getting one of these coveted boards isn’t easy. There are about 30 premium spots — most within 20 miles of the festival grounds — and dozens more artists hoping to snag one.
Once Coachella confirms a slot, artists move quickly to secure billboard space. “It’s the first thing we talk about,” Stern said. “We don’t have endless budgets — but this feels worth it.”
Rose, who oversees placement logistics, says it’s not just about the traffic anymore. It’s about social media virality. A billboard that sits mostly unseen by drivers might still rack up millions of views online through Instagram Stories, TikToks, and Reels.
Nostalgia Meets New-School Hype
For creatives behind the scenes, these campaigns hit a sweet spot — combining physical marketing with emotional memory. Take Tyla’s team, for example. When the “Got water?” concept was pitched, the 20-something singer wasn’t familiar with the original “Got milk?” campaign. The team went all-in, mimicking the 90s typography and layout to perfection.
It’s a reminder that sometimes, the smallest nods to the past become the freshest way to connect in the present.
Why This Matters
In a digital-first industry, these physical signs feel almost rebellious. They’re static in a world that scrolls. They demand you look up.
“It’s untraditional now,” Stern said. “But people still see billboards. And they remember them.”
At Coachella, the journey is part of the vibe. And this year, that journey came with layered meaning — part art installation, part game, part love letter to fans. These weren’t just promotions. They were emotional invitations to be part of something bigger.
And just like the songs waiting onstage, they left an impression long after the dust settled.
