<> on April 15, 2017 in Rancho Mirage, California.

Thousands of music fans flocked to the desert town of Indio, California to celebrate music and the arts at the Coachella Valley Music and Arts Festival, better known as Coachella. With thousands of eyes and millions of selfies, social media provided round-the-clock footage of the event.

While musicians and performs took the stage and jammed out under the hot sun, brands competed to make audiences enjoyed the most out of the hot desert festival through many unique and extravagant activations.

For note, there are no official Coachella parties outside the festival grounds, but brands made camp in the surrounding cities. Here’s a look at just a few of the brands that engaged the Coachella crowd with events.

Winter Bumbleland - Day 1

Bumble’s Winter BumbleLand

With temperatures reaching the mid 80s in the hot desert town of La Mirage, CA, dating app Bumble decided to throw the literally coolest party in town: a Winter Bumbleland with hosts Kendall and Kylie Jenner, and Ashley Graham. Any Pepsi in the fridge?

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Galore x Grindr Coachella Party

Galore Magazine hosted a few Coachella parties in nearby Palm Springs with American whiskey brand Stillhouse and dating app Grindr. The event gathered many celebrities such as Fifth Harmoney, Charli XCX, Jeremy Scott and more. Merry Jane was there making sure people had their greens.

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Under Armour’s Hypebeast Hotel

Streetwear magazine Hypebeast hosted a two-day Hypebeast Hotel party sponsored Under Armour in Palm Springs, CA. Guests who checked in included the Migos, Gucci Mane, GoldLink and A-Trak took a spin on the ones and twos.

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Pretty Little Thing x Paper Magazine Party

One of Instagram’s most popping boutique’s, Pretty Little Thing, hosted a lit weekend pool party with Paper Magazine. French Montana Performed, and some of Instagram’s hottest stars attended, including King Kylie herself.

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Beats by Dre #ForTheLoveOfMusic

Powerhouse brand, Beats by Dre hosted a two-day For The Love of Music party during this year’s festival. Erykah Badu spun a set, and Cam Newton was in the house. Sadly, sans romper.

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That all happened in Weekend 1, can Weekend 2 recreate the same magic?