Photographer: Christopher Polk/Getty Images for Coachella

Material World: How Music Festivals Became Marketing Meccas

Brands are fighting for that flower-crown magic.

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Every other week, hosts Jenny Kaplan and Lindsey Rupp guide you through the consumer universe, breaking down what's going on with all the things people buy.

From the success of Coachella to the cataclysm that was Fyre, music festivals are omnipresent these days, drawing colossal crowds and clogging Instagram feeds. But it isn't just partiers who have caught the festival bug -- consumer product companies want in, too. This week on Material World, Jenny and Lindsey examine how and why these gatherings have become the ultimate millennial experience and marketing mecca. They talk with executives from Live Nation, Heineken, and The Infatuation to get the scoop on what's behind the trend.

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