Apparently, it is a music festival. But, if we are honest, Coachella is much more than that nowadays. This veteran Californian desert festival has become a physical hub for brands and media attention thanks to its instagrammability, which greatly surpasses what happens there from a musical point of view. If not, you only need to look at how many news items related to this festival you have seen in the last week and, above all, how many of them were about music. There are no further questions, Your Honour. In this absolutely commercial magma, in which brands from all over the world pay between half a million and one million dollars to have a stand there, and in which these same firms pay up to $20,000 per day for a billboard on the road from Los Angeles to the festival grounds, a Kardashian couldn't be missing, grabbing attention. As often happens when there are spotlights, flashes, and excited algorithms, one of the world's most famous sisters – or sometimes all of them – has become global news. In this case, the lucky one has been Kendall Jenner, who, so we all understand, is the model Kardashian, who went there last weekend.