Coachella turns to Google’s DeepMind AI to reimagine concerts beyond the stage

Coachella has partnered with Google DeepMind to test new AI tools that reshape how live music performances are created and experienced.
Summary

• Coachella has tested AI tools with Google DeepMind to turn live performances into interactive digital environments.
• Three prototypes were built, including a system that recreates concerts as 3D spaces fans can explore from different perspectives.
• The projects remain in early testing, with organisers reviewing results before deciding on any public rollout.

According to a recent report, the festival used its 2026 edition to build and trial three experimental systems powered by DeepMind’s Project Genie, focusing on so-called “world models” that generate interactive digital environments.

“We engaged in this project where we’re working with their tools to explore what are the ways that these tools can extend and expand an artist’s canvas, give them more tools for creative expression,” said Ryan Cenicola, Coachella’s innovation production lead.

Interactive performances and digital archives

During the festival’s opening weekend, teams captured a live set at the Quasar stage, recording lighting, audio, visuals, and crowd movement. Using Unreal Engine, the performance was rebuilt as a navigable 3D environment, allowing viewers to move through the show from different perspectives.

Early tests point toward what organisers describe as “living archives,” where performances could be replayed, reshaped with new visuals, or explored long after the event ends.

“There are definitely ways we’re looking at how fans on-site can engage with that content in the future,” Cenicola said, adding that wearable devices could eventually host these immersive layers during live shows.

Tools aimed at artists and fans

Another prototype focused on stage design, offering artists a simulation tool where they can upload visuals or prompts and preview how their show would look across Coachella stages under varying conditions. Smaller performers stand to benefit, gaining access to production planning tools often reserved for large touring acts.

Besides that, a mobile game titled Coachella vs. The Game lets users explore virtual worlds inspired by festival artists. The concept mirrors pre-visit experiences seen in theme parks, giving fans a way to interact with the lineup before arriving.

“Typically, you’re looking at six to 12 month development timelines to really push a high-quality experience. And that time has been shrunk significantly,” said Kevin McMahon, the festival’s innovation partnerships lead.

Why DeepMind and what comes next

The selection of Google DeepMind came down to its visual modelling capabilities and an existing working relationship through Coachella’s YouTube livestreams.

“For us, we live in a really visual world, and they have the best visual models,” McMahon said.

Experiments build on earlier digital efforts tied to blockchain and immersive media. In 2024, Coachella introduced Coachella Quests on the Avalanche network, alongside NFT-based passes and collectibles, following the collapse of its previous Solana-linked initiative connected to FTX. Augmented reality features were also added to livestreams, layering digital effects visible only to remote audiences.

“It’s difficult right now to put a firm timeline on it,” Cenicola said, noting that teams are reviewing results from the festival before deciding what could move forward.