Apr 20, 2026 · 20 min
Coachella sold out in three days and generated $754M in earned media value — but at what cost to the fan? In this episode, Elke and Max unpack a seismic shift in experiential marketing: the rise of B2I (business-to-influencer). From creator economy sessions to brand activations designed for filming angles, not fans, they explore what happens when live experiences stop creating memories and start creating content.