Justin Bieber’s SKYLRK earns $15 million at Coachella

The brand has broken its all-time record for merchandise sales at the festival.

As well as being crowned the king of Coachella 2026, Justin Bieber has established himself as the architect of one of the most ambitious commercial ventures the industry has ever seen in this format. What seemed to be the festival’s sales ceiling – $1.7 million – has become a mere footnote compared to the scale of SKYLRK’s operation at this year’s event. The artist and his team have masterfully blended strategy, product and experience, offering visitors an immersive entry into his universe, moving away from the typical merchandising stand towards an environment closer to accessible luxury.

The results were immediate: $5.04 million generated over the first weekend, driven by the exclusivity of the moment and the hype generated in real time. But the real breakthrough came when online sales opened on the second weekend, with the brand taking a further $10 million in revenue, demonstrating a key ability to adapt and scale global demand in real time.

And speaking of Justin Bieber at Coachella… Do you know why he decided to sing about YouTube at his gigs?