Inside Coachella's Playbook for Building Entire Worlds

Ryan Cenicola, Lead Innovation Producer for Coachella, shares how music festivals are evolving into worldbuilding engines that span physical and virtual space. From launching the world's largest mobile AR campaign to producing the first live augmented reality music broadcast, he shows how festivals now function as living R&D labs for AI, AR, web3, and virtual worlds. A behind-the-scenes look reveals the frameworks behind transmedia storytelling with real stakes.