Advertised as the experience of a lifetime, the annual Coachella Music and Arts Festival in Indio Valley, California has become this generation's Woodstock. From its cutting-edge art to the killer lineup, every year Coachella amazes the masses. This year is no different.

As people around the world anticipated the ball drop, the staff at AEG prepared to drop a surprise of their own. From Beyoncé to Bon Iver, this year's highly anticipated selection of artists hold 150 of the most coveted spots in the music industry. Although headliners like Radiohead or Kendrick Lamar already possess high profile reputations, for other up-and-coming performers the invitation to Coachella is a marketing miracle.

Thanks in part to its A-list local attendees such as Kylie Jenner, the festival's reputation is viewed by most as an elusive ideal rather than a reality. With its glorified notoriety amongst social media platforms and breathtaking photos, the steady buildup towards the April affair is carefully designed to make anyone sick with FOMO. The excitement is contagious. Each year thousands of your favorite stars take to Instagram, flaunting bohemian-chic outfits hand picked for the occasion and bands share videos of sound and lighting checks. For two weekends the desert comes to life, garnished with blinding lights, massive sculptures and breathtaking sets. Staying true to AEG's core principles, sustainability and diversity, the captivating mystique behind Coachella is a millennial treasure chest.

People are so confident in the festival that they bought non-refundable early bird passes on June 8th, completely unaware of the lineup. Furthermore general admission, which went on sale January 4th, were sold out within two days, with pricing starting at $400. Aside from general admission, the festival offers a wide range of camping options from makeshift bungalows to luxurious safari tents which can add another $2000+ to the price tag. Coachella's universal demand combined with its exclusivity has created it into just another Hollywood luxury, unattainable for the common folk.

A few months ago I was able to speak with Peter Conlon, the mastermind behind Atlanta's beloved Music Midtown. While Music Midtown cannot even serve as a scale to the grandeur of Coachella, the layout behind crafting the music festival is quite similar. Conlon, the president of LiveNation's regional Georgia/Alabama office, has been promoting concerts for decades however Music Midtown is his baby. With a self-proclaimed rock, alternative, pop vibe, Music Midtown strays from Coachella in its taste in genres and therefore its audiences. However Music Midtown's forty bands, just like Coachella's 150+, are by no means chosen at random.

There is a consistency behind each offer made by the festival promoter, a general theme they are trying to convey. Headliners are often signed almost a year before the actual event and are in many ways attractive towards a uniform, targeted audience. While audiences were drawn in by icons such as Empire of the Sun, Gucci Mane and Lorde, the producers often collect smaller names that share qualities with these brand name stars, therefore exposing their festival-goers to new sounds.

This is the promotional ingenuity behind Coachella. For artists slowly on the rise like Lil Uzi Vert or Raury, the festival skyrockets their popularity and stage presence. Meanwhile, for current 'no names' listed on the bottom in microscopic font, Coachella is an opportunity to make something of themselves. They are given a platform and a roaming audience of 99,000 people per day, for six days, that are more than likely willing to hear them for part of a set. Being able to play at Coachella is like having a recommendation written for you from a major corporation, it opens doors.

But in order to receive an offer, bands must match the atmosphere the festival's agency is trying to convey. Secluded from neighboring big cities, Coachella's appeal is its free-spirited, careless nature. The festival exudes hippie vibes from its exaggerated emphasis on sustainability to the EDM beats mixed with powerhouse vocals. These artists are some of this year's biggest names or DJs/small groups that are categorized under indie/EDM/alternative. Just look around at the crowd that attends Coachella. Their personalities and attire speak for the festival without saying a word. They are bold, young, fresh, inspired, daring, artistic, limitless millennials. Coachella is their common ground, encompassing a nation of artistic souls in one desert. This year's elimination of vintage names such as Guns 'N Roses further justifies this targeted audience.

Whether you go for the Instagram opportunities or your inner starving groupie, Coachella lists an abundance of reasons why it's the place to be this spring. Sadly to the disappointment of the masses the nearly 600,000 tickets have been swept up, leaving us common folk with only Snapchat stories and recaps to quench our thirst. Maybe next year...