Coachella happens once a year, but organizing America’s premier music festival is a full-time occupation. Being the head of Goldenvoice–the festival’s organizer–might afford Paul Tollett a pair of choice tickets to Led Zepplin’s reunion shows, but he’s still into his office’s feng shui.

URB: Coachella’s not a crappy t-shirt type of fest. Everyone’s….
Paul Tollett: Dressed up nicely, right. I know!

Let’s not call it an LA thing, but the event has a certain personality.
There’s a scene. I can’t fight it, I just embrace it. I focus on the bands and the art and try to make it great. What people want to wear and do, it’s funny. It’s changed. In ‘99 when we launched, we came up with a clean concept. 10 years later, I’m not sure, maybe we’ve gone too clean.

It’s environmental …