Jakarta, Indonesia Sentinel — Coachella, one of the most anticipated music festivals in the United States, continues to draw massive crowds despite its steep ticket prices. New data suggests that more than half of Coachella 2025 attendees are relying on “Buy Now, Pay Later” (BNPL) plans to secure their tickets.
The BNPL option was first introduced by Coachella organizers in 2009, when only 18% of attendees chose to use it. Since then, the number has surged. According to Billboard, nearly 60% of general admission ticket buyers for 2025 festival opted for the installment payment scheme.
The program has gained widespread popularity among younger concertgoers, many of whom are in their 20s and make up Coachella’s core demographic. It has also become a significant revenue stream for event promoters.
A general admission ticket to Coachella costs $599, not including accommodations, food, beverages, or merchandise. VIP tickets are priced at $1,399, marking a noticeable increase from previous years.
With such high costs, the option to pay in installments is seen as a more accessible way for fans to experience the iconic festival. Coachella offers a pay-over-time system that requires an initial down payment of $49.99 and a $41 service fee. The remaining balance is then divided into monthly payments.
However, attendees must complete all payments before the festival begins. Missed payments result in canceled ticket orders, adding pressure to stay on schedule.
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Coachella’s embrace of BNPL reflects a broader cultural shift among young consumers, many of whom now prioritize experiences over financial conservatism, even if it means going into short-term debt for the chance to attend a marquee music event.
The trend is not exclusive to Coachella. Bonnaroo, another major U.S. festival held in Tennessee and set for June 2025, also offers installment plans, though it requires 50% of the ticket price upfront. In the U.K., Bloodstock, a prominent heavy metal festival, allows fans to split payments into six installments under a similar BNPL structure.
As more festivals adopt flexible payment models, organizers are responding to the evolving spending habits of younger generations with the pay later options.
(Raidi/Agung)
