Justin Bieber performed surprise sets at both weekends of Coachella, showcasing his Skylrk brand and boosting sales to a record $15 million in festival merchandise. Hailey Bieber promoted Rhode through activations and collaborations, generating millions in media impact value. The couple's appearances amplified visibility for their brands and others they wore.
Justin Bieber took the Coachella stage for nostalgic performances, playing childhood hits and bringing Billie Eilish onstage during weekend two for 'One Less Lonely Girl,' with Hailey Bieber encouraging her. Skylrk, Bieber's brand, sold $15 million in merch over the two weekends, surpassing the prior record of $1.7 million. A Skylrk Oasis activation contributed $2.3 million in media impact value (MIV) during the first weekend, aided by endorsements from Hailey Bieber and Kylie Jenner on Instagram. Rhode, Hailey Bieber's brand sold to Elf Beauty for $1 billion last year, hosted a 'Rhode World' experience and achieved $10 million in MIV over weekend one. Recent collaborations included a Skylrk capsule with Hailey in February, generating $520,000 in MIV, and Rhode's 'Spotwear' acne patches announced April 5 ($7.3 million MIV) and launched April 13 ($1.9 million MIV). Parisa Parmar, senior creative strategist at Attachment, described the Biebers as a 'unicorn pairing' with lifelong fan loyalty. The couple also boosted other brands: Bieber's Lu'u Dan shorts sold out with a 1,200% site traffic spike, and Hailey's CSB tank saw 277% more visits and 89% sales increase. Bieber closed weekend two saying 'See y'all soon,' sparking tour speculation.
