The DJ says his Coachella set “was a challenge since day one” but that it was worth it.
Rafael Deprost
Global DJ Alok has been doing his own thing for years now.
This year, the 33-year-old brought his signature energy to the desert for the 2025 Coachella Valley Music and Arts Festival with a set that was just as incredible as its message.
Alok is not one to shy away from bringing the things he’s passionate about to the masses. Last year, the DJ released his album The Future Is Ancestral — a special project that came together with the involvement of 50 Indigenous musicians from Brazil, with royalties from the song going back to those same communities. For his Coachella debut, he included messages like “this is not AI” and “keep art human,” which were paired with incredible synchronized choreography to match the beats.
Below, the Brazilian DJ speaks with The Hollywood Reporter about preparing for Coachella, bringing important messaging to his set and building a global fanbase.
In a recent interview, you mentioned that Coachella is a really big deal in your home country of Brazil. What was your reaction when you first found out you’d be playing here?
The first reaction was like, “What can I prepare for Coachella? What can I do that is different?” Also, embracing the challenge to perform at 4 p.m. at Sahara [Stage]. It’s very different from what I’m used to because I can’t use lasers and all of that. I think that was the first impression, which was a challenge – of what we can do. Then I discussed with my creative director, Fabio [Soares], and he came up with this idea, and after that, honestly, we didn’t have much time to do it, but we did a lot of work on it and actually everything went well.
Who was the first person you told when you found out?
My creative director. Because the question was… When I called him, I was like, “We are confirmed to Coachella” and “What are we going to do?” (Laughs).
How do you think your music connected with those who came to your set without being as familiar with your music?
As a producer, I’m always living in cycles and being a very free spirit. However, I always have my signature identity, which is the Brazilian bass, which is a genre that I created back in 2012. Nowadays, it’s working super well again. Everyone is really doing those bass [heavy] songs, so I feel that people’s impressions today at Coachella is actually what we are working towards for the future.
What was going through your mind during the performance, either from last week or today, when you saw the crowd in front of you?
First of all, I only really realized that I was at Coachella after half an hour, when I looked to my left and I saw the hills, and everyone sitting, and on my right-hand side, the ferris wheel. At that moment, I realized that I was really at Coachella because that’s what you envision. This was my debut, I haven’t been here before. The crowd was so packed that, in that moment, I just felt so blessed. So blessed that I was playing Coachella and everyone was there. I’m super happy and grateful. Also, not only as an artist, but I also am enjoying as an attendee. I am just going everywhere. (Laughs)
Were you able to watch any sets while you’re here?
Yesterday, I saw Lady Gaga, [The] Prodigy, Ca7riel & Paco Amoroso [and] Lisa. I mean, Lady Gaga is mind-blowing, like “What is that?” It’s crazy. I haven’t seen anything like that before. Lisa is phenomenal as well, the structure and everything. [The] Prodigy for me was something else because I’m a very, very big fan of them, since the very beginning of my career. They were one of my biggest inspirations, so to have the chance to see them live so close, I felt privileged.
Did you have a chance to interact with them at all?
No. No. (Laughs). I did a bootleg version of [The Prodigy’s song] “Smack My Bitch Up” 15 years ago or more ago, and that changed my career. I’m very grateful to them.
You mentioned that you didn’t have all the lasers you normally have with this performance. What else did you do in your approach that was different when preparing for your Coachella set compared to other sets that you’ve done?
Honestly, this is a totally new concept that no one has done before. It’s something that – the integration of the dancers, the music, the visuals – we have so much more to show. It was a challenge since day one. Everything is super new, but it’s a process that we are learning from.
How was the collaborative process with Urban Theory? You talked a little bit with collaborating with your creative director.
Fabio is my creative director, and he got in touch with Urban Theory, and then [they] developed the performance together. We had the concept. I think the most beautiful part of the process is that they really wanted to make it happen, even though we had such a short period to work it out. It was a collective dream. With that energy, everything is possible. By the way, the six dancers that makeup Urban Theory – they didn’t even join the performance because they were coordinating.
What are some of your favorite reactions that you’ve seen about your performance so far?
A phrase that I’ve seen – “There’s Alok going on.” (Laughs). It’s interesting because when I first posted the rehearsal, people were like, “This is AI, not possible.” “How is this possible?” At that moment, I realized that people already had the mindset that humans are not capable to doing these things. I think the comments that I like are the ones that say, “Wow, I couldn’t believe what I was looking at” and that there were real humans doing that. It’s like “I can’t believe it. Only if I see it, but I see it, and I still can’t believe it.” I think that was the greatest feedback we had. Also, the message behind it is: “Keep art human.” I think it was embraced by the artistic community.
That’s such an important message, and it’s so great that you’re standing by it. I’m curious, though, if you use AI for anything?
Of course. Absolutely.
What do you use it for?
Absolutely. AI is one of the most amazing tools that I have nowadays. It gives me a very good workflow and a very good dynamic. But once you are creating art, you need soul. Because art is a way of self-expression that can make people think. You can bring awareness through art, and you just cannot replicate it with codes.
After Coachella, what’s next for you here in the U.S., whether it’s continuing to build up your massive audience or your goals?
What we did at Coachella – I would say it starts now. This concept, “This is not AI,” it’s a tour that we’re going to run. Not only in the U.S., but globally. We just launched it here, and from there, we’re going to keep doing it. We have so much more to show. I’m going to embark on a tour, so if people couldn’t come here to see the show in person, we’re going to keep rolling. We have been developing [it] so much. It’s just the beginning.
In terms of Alok on stage and Alok off the stage, can you walk us through the two identities? Or do they blend together?
They blend absolutely. My career only makes sense if it’s with purpose. When you see me up there, that’s exactly who I am. There’s no filter. That’s me all the time.