PALM SPRINGS, CALIF. — As the industry ponders what influencer marketing — and even the term influencer — means today, many of those who have managed to nab success in the social media space converged here Saturday for a one-day conference.
Although Create & Cultivate’s Desert Pop-up took place the same weekend as the first round of the Coachella Valley Music and Arts Festival, which has become a boon for social media content, the conference was off festival grounds, where it was a day of panels and keynotes providing inspiration and instruction on how to build a business today.
“The reason why we show up at places like Coachella or South by Southwest is we like to go where our audience goes,” said Create & Cultivate founder Jaclyn Johnson. “Specifically for Coachella, it’s fashion, beauty, music and culture.”
WWD had a chance to chat with a few of the influencers at Create & Cultivate who have managed to parlay their success on social into companies and brand partnerships, asking them to weigh in on the festival and where their industry is headed. Below, an edited version of those conversations.
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