By Mackenzie Kinsella
The Coachella Valley Music and Arts Festival
The Coachella Valley Music and Arts festival is undoubtedly one of the most iconic music festivals. Coachella is held yearly in Indio, California. The festival is traditionally held over two weekends in April and lasts three days per weekend. Since its inception in 1999, this festival has hosted some of the most popular names in music including Harry Styles, Beyonce, the Red Hot Chili Peppers, Lady Gaga and Prince. In the early 2020s, Coachella has attracted record breaking amounts of attendees, including an average daily attendance of about 125,000 festival goers. In 2023, the festival had over 500,000 attendees over the two weekends. As a result, Coachella is a very lucrative festival bringing in hundreds of millions of dollars. Although Coachella has always landed huge headliners and huge crowds, Coachella also has a lengthy history of litigation over the trademarks associated with the festival’s brand.
Previous Coachella Trademark Litigation
Coachella’s litigious history has included rival festivals and clothing lines. In 2017, the Coachella Valley Music and Art Festival filed a lawsuit against Urban Outfitters for trademark infringement. Coachella claimed that one of Urban Outfitter’s brands, Free People, was infringing on its trademark by using the festival’s name in advertising specific products, the “Coachella” boot, the “Coachella Valley” tunic and the “Coachella” mini dress. Additionally, Coachella argued that Free People’s use of its trademark name would confuse consumers in determining what products were actually authorized Coachella merchandise and what were Free People’s products. Coachella’s trademark litigation battles, however, do not end with Free People.
Coachella’s fight for brand protection continued in 2022 when the festival giant sued Afrochella, a Ghana musical festival. Coachella claims that the Afrochella name is intentionally using the well-known Coachella and Chella trademarks by using this trademark to promote Afrochella’s own festival. The Coachella festival argues that the use of Afrochella would likely cause confusion within the festival market and consumers may associate Afrochella with the Coachella brand. While this kind of litigation history may seem alarming, Coachella’s adamant efforts to protect its trademark are warranted given trademark law’s protection. Trademark law holds trademark owners responsible for enforcing its trademark within its marketplace; if there are more brands that coexist with similar names, then the original trademark owner’s protection is weakened. Once a brand or company name becomes so commonplace that the name is not connected solely to the original product brand genericide occurs. Brand genericide is a major problem for companies today, especially considering the time it takes for a brand to become generic has decreased over time with the increased use of social media and universal language.
Current “Moechella” Litigation
Currently, Coachella is suing the creators of Moechella, a concert series in Washington D.C. Similar to its previous legal arguments, Coachella is arguing that this Moechella festival will cause confusion by suggesting an affiliation with Coachella. Furthermore, Coachella is suggesting that the association due to the similar event name is damaging due to a deadly shooting that occured at a previous Moechella festival. Coachella is asking the Court for an injunction to prevent the use of the Moechella name, the logo, any profits using the term Moechella, punitive damages, attorney’s fees and compensation for corrective advertising. However, this degree of legal action against Moechella is gaining some criticism. Moechella’s trademark use is being critiqued as a David vs. Goliath battle. Moechella is being deemed, by critics of Coachella, as the party focused on a community initiative against the billion dollar Goliath. Moechella’s trademark application was blocked by Coachella’s legal team. However, Moechella’s creators claim that the Moechella’s event purpose is to uplift Black music and not monetize a name. Justin “Yaddiya” Johnson, a Moechella creator, claims that such litigation is an aggressive move to stop the expression of Black music. However, given the pressure on trademark owners to be mindful of brand genericide, it can be argued that trademark owners, like Coachella, have to be proactive to protect their products.