Unholy alliance and another way for Coachella to sell out (by unloading part or all of the art budget to a named sponsor), or breath of fresh air after years of Burning Man-sourced art?
At first I felt the former, then the trailer had me thinking the latter.
Does this mean no more Do Lab, Tesla Coils and much less fire? Can we still get Bliss Dance and her bodacious curves?
Richie Hawtin is listed under artists - are these the people behind the Plastikman iPhone app failure? Will the ambition be so huge that glitches will abound?
Is this the future of corporate festival sponsorship - melding much more seamlessly than Heineken dome silent discos and AT&T recharge tents?