For some music festivals are the way to go nuts and have fun, but for others is just another way of making money. One of these hustles is Maryam Ghafarinia, an Instagram influencer who runs the Glam & Posh page with almost 190,000 followers.
In an interview with the New York Post, she revealed that other influencers with her "reach" can make up to $10,000 per post on Coachella, an annual music and arts festival held at the Empire Polo Club in Indio, California. But Ghafarinia personally takes between $2,000 for a no-frills photo and $3,500 for an Instagram video reel. However, big brands usually want even more:
They also want you to attend an event, they also want you to do stories, they may want multiple posts, they want you to post even before Coachella, leading up to it. So there’s more opportunity to add on and make more money.
And apparently, these efforts pay off according to Amy Luca, a Senior Vice President at Media.Monks, a marketing agency, some of the Instagram influencers "are reaching more people than the Oscars broadcast."
So if you’re a brand wanting to sell cosmetics and you’ve got an influencer broadcasting every day about her Coachella look and what products she’s using for Coachella, and she’s got an audience bigger than the [Oscars] audience — the numbers add up really, really quickly in terms of value.
But these high rates are not applicable to all influencers. For instance, Noel Elie with a little bit over 102,000 followers, is being sponsored by a fashion brand that will pay her $2,500 for three posts and a reel, and supply her with clothing. It remains unclear on what basis these rates are calculated.
One way or the other, these influencers still have a long way to go to reach Joe Rogan's Instagram profile with over 9 million followers. Moreover, in 2020 Spotify signed a $100 million deal with Rogan for the exclusive rights. Later, reports revealed that the deal might be even bigger and reach the $200 million mark.