This video is intended for people that don't quite know what it is or why it's such a big deal, so let's start at the beginning.

這部影片是為那些不太瞭解它是什麼或為什麼它如此重要的人準備的。所以，讓我們從頭開始。

Back in the late 90s, Ticketmaster had a near monopoly on ticket sales and was criticized for price gauging on its big stadium shows.

1990 年代末，Ticketmaster 就幾乎壟斷了門票銷售，並因其大型體育場演出的價格測量而受到批評。

Promotion company Goldenvoice booked a venue out in the desert of California for the band Pearl Jam, where they'd play a protest concert against Ticketmaster.

推廣公司 Goldenvoice 在加州沙漠為 Pearl Jam 樂團預訂了一個場地，他們將在那裡舉辦一場針對 Ticketmaster 的抗議音樂會。

They picked this site out in Indio, California, located in what's called the Coachella Valley.

他們在加州印第奧選擇了這個地點，位於所謂的科切拉山谷。

This concert was a success and proved that this venue was viable.

這場音樂會取得了成功，證明了這個場地的可行性。

Goldenvoice wanted to do more there but couldn't compete with what companies like Ticketmaster could pay artists, so started a music festival approach of lumping many bands in together and hoping that sheer quantity could make it profitable.

Goldenvoice 想要在那裡做更多的事情，但無法與 Ticketmaster 等公司向藝術家支付的費用競爭，因此開始了一種音樂節方式，將許多樂隊聚集在一起，並希望純粹的數量可以使其盈利。

The first actual Coachella Valley Music and Arts Festival took place in 1999, headlined by Beck, Tool, Morrisey, and Rage Against the Machine.

第一屆科切拉谷音樂藝術節於 1999 年舉行，由 Beck、Tool、Morrisey 和 Rage Against the Machine 領銜表演。

While a critical success, this first year also lost Goldenvoice about $850,000.

雖然取得了重大成功，但第一年 Goldenvoice 也損失了約 85 萬美元。

One of the reasons that they were able to survive was that some of these major headliners agreed to receive what's called deferred compensation, when Goldenvoice was able to actually pay them.

其中一個能夠生存下來的原因是，一些重要的領頭演出者同意接受所謂的推遲薪酬，當Goldenvoice實際上能夠支付他們時。

Tickets for this first year cost $50 for a two-day concert.

第一年的門票價格為 50 美元，音樂節為期兩天。

Over time the festival evolved and grew to a three-day concert, taking place on a Friday, Saturday, and Sunday.

隨著時間的推移，音樂節逐漸發展成為一個為期三天的音樂會，在星期五舉行、週六和週日。

Musically, the festival embraced a variety of genres, allowing visitors to head to different stages based on their interests.

在音樂方面，音樂節涵蓋了多種流派，讓遊客可以根據自己的興趣前往不同的舞台。

Goldenvoice even branched out to a second festival called Stagecoach, which took place in the same venue but focused on country music.

Goldenvoice 甚至舉辦了第二個音樂節，名為 Stagecoach，在同一場地舉行，但重點是鄉村音樂。

The venue needed to host more than one big event a year to remain profitable, so efforts were made to create new and different types of shows there throughout the year.

該場館每年需要舉辦一次以上的大型活動才能保持盈利，因此全年都努力創造新的、不同類型的表演。

Attendance for these shows was skyrocketing, with 2009 drawing over 200,000 attendees.

這些參加音樂節的人數激增，2009 年吸引了超過 20 萬人。

The city of Indio and the Coachella Valley as a whole was suffering a bit from this sort of traffic,

印第奧市和整個科切拉山谷都受到了交通的影響，

so Goldenvoice invested in the area by paying for an additional lane in nearby highways and did a major overhaul of lighting and security to make the venue safer and more secure.

因此，Goldenvoice 在該地區進行了投資，在附近的高速公路上增加了一條車道，並對照明和安全進行了重大檢修，使場地更加安全。

In 2012, the next major change hit.

2012 年，下一個重大變革來臨。

The tickets were selling out, so Goldenvoice made a risky move by expanding to two weekends, with identical lineups.

門票銷售一空，因此 Goldenvoice 做出了一個冒險的舉動，將演出時間延長到兩個週末，演出陣容相同。

Both weekends sold out in under three hours.

兩個週末的門票均在三個小時內售罄。

2012 also marked the appearance of a deceased Tupac Shakur, who appeared as a hologram onstage during a set for Dr. Dre and Snoop Dogg.

2012 年還出現了已故的圖帕克·夏庫爾，他以全息影像的形式出現在舞臺上在為 Dr. Dre 和史努比狗狗表演。

Ticket sales were up and the festival was incredibly profitable now.

現在，門票銷售量上升，音樂節的盈利能力令人難以置信。

Goldenvoice and the city of Indio agreed to keep the festival there at least through the year 2030, with the city taking $5 of each ticket sold.

Goldenvoice 和印第奧市同意將音樂節保留至少 2030 年，市政府從每張售出的門票中收取 5 美元。

Let's look at the numbers now.

現在讓我們看看數字。

For 2017, tickets again sold out almost immediately and drew about 250,000 attendees and the festival brought in about $115 million dollars.

2017 年，門票再次幾乎在第一時間售罄，吸引了約 25 萬名觀眾，音樂節帶來了約 1.15 億美元的收入。

That's $429 a ticket for the entire weekend.

整個週末的票價為 429 美元。

Now, we've focused on music but the festival also includes all sorts of art installations, including visual art, interactive displays and exhibits, and giant sculptures.

現在，我們的重點是音樂，但音樂節還包括各種藝術裝置、包括視覺藝術、互動展示和展品以及巨型雕塑。

Due to the sort of exposure these artists receive at the festival, it's becoming just as important for artists as the festival is for musicians.

由於這些藝術家在音樂節上的曝光率極高，音樂節已成為他們的對藝術家的重要性不亞於音樂節對音樂家的重要性。

Let's zoom out a bit.

讓我們放大一點。

In addition to the music stages and the art displays, guests can also camp in tents on the site for the three days.

除了音樂舞台和藝術展覽外，客人還可以在現場的帳篷露營三天。

People can wander back and forth from their tents to the main stages and activities.

人們可以在帳篷和主要舞臺及活動之間來回穿梭。

With this many people, both in the camping area and the main venue, that will inevitably lead to an excess of trash.

這麼多人，無論是露營區還是主會場，都難免造成垃圾過多。

Goldenvoice is committed to sustainability though and hires about 600 staff to collect litter throughout the event, most of which is separated and sent to recycling if possible.

Goldenvoice 致力於永續發展，並僱用了約 600 名員工在整個活動期間收集垃圾，如果可能的話，其中大部分垃圾都會被分類並送到回收站。

So that is the basic gist of Coachella.

這就是科切拉音樂節的基本要素。

It's a three-day festival that occurs two consecutive weekends in the desert of California.

這是一個為期三天的節日，連續兩個週末在加州的沙漠中舉行。

If you've been, share your experiences in the comments.

如果你去過，請在評論中分享你的經歷。

If you haven't, are you interested in going?

如果還沒有，你有興趣去嗎？

Thanks for watching! And make you subscribe for more stuff just like this.

感謝觀看！請訂閱已觀看更多類似的影片。