Coachella Valley Music & Arts Festival

2001 – 2011


2001 to 2011



November 5th, 1993 Indio’s Empire Polo Club became the epicenter of the music industry when renowned grunge band Pearl Jam, boycotting venues controlled by Ticketmaster and their service fees, decided to host an event in the desert for its faithful fans affirming that fans would go to the ends of the Earth to see them perform. In 1999 Goldenvoice Productions became enamored with this idea, and organized two days in October as the inaugural Coachella Music Festival just three months off the heels of the 30th anniversary of Woodstock which was riddled with violence, lack of water, and overpriced food. Coachella struggled out of the gate. It took the next year off, retooled, and returned in 2001 which then grew to be one of the largest Music and Arts Festivals in the world.


At the time, Goldenvoice Productions was accustomed to smaller nightclub events that didn’t require the logistics and programmatic planning of larger concerts and festivals. De Tune considered this challenge and developed an overall strategy for Coachella that implied an artistic theme which told a cohesive musical story. First, 2001-2006 stage design was drastically revamped every year to enhance a variety of changing musical styles and configurations. Before returning in 2001, an entirely new hospitality and transportation plan was instituted along with an environmental overhaul combining a marketing strategy of becoming possibly a musical arts festival. Next, De Tune created a process management system which dealt with all aspects of production, hospitality, and talent creating a much more streamlined approach to a multiday event.


As Coachella grew, so did its thirst for technological innovation. In 2006 Daft Punk decided to change the way concerts were viewed forever when they wanted to mix live video with effects. Eight digital sources were treated as video streams, while using Catalyst to coordinate the video with lighting effects creating digital streams ran on LED screens mounted on a pyramid. Later, in a 2015 documentary, Unchained, the impact of the live event was finally realized.


  • Stage Design
  • Story Art / Design
  • Hospitality and Transportation Plan
  • Organizational Leadership
  • Renders + Pre-viz
  • Technology Plan
  • Venue Selection
  • Environmental Design
  • Show rundown & event schedule
  • Content and Story Design
  • On-air Graphics
  • Live Audience Graphics


  • Production Management
  • Directing / Producing
  • Process Management
  • Hospitality Management
  • Talent Management
  • Audio Engineering


  • Security
  • Line Production
  • Broadcast / Streaming
  • Camera Operators
  • Realtime editing
  • Interstitial Content
  • Audio, Video, Lighting, Scenic
  • Marketing
  • Ticketing & Security