How would you react? He is a cultural phenomenon and would bring new crowds in large numbers to the coachella fest. Even if you would not be happy with the choice, it would be a cash machine and help spread the popularity nationwide, as I still know quite a bit of people in the Midwest and east coast who have no idea what the coachella fest is. The fan base for JB is insane, and the word would spread like wild fire throughout the depths of twitter and myspace. With the increase popularity, it may force the coachella fest to turn into a 4 day weekend, slightly higher prices, and more bands.