The first night is the one the music people care about. Friday's headline slot tends to be the boldest booking of the three — the choice that argues for where things are going rather than confirming where they have been — and the crowd skews to match: artists attending as fans, industry, and the part of the audience that reads a lineup like a thesis.
Six stages fire from early afternoon until midnight, and the whole site snaps to capacity at once. At dusk the art wakes up: the wheel, the roaming art cars, the installations that sat inert and blank in the sun all day suddenly becoming the reason people photograph this place. Some areas ask you to put the phone away entirely, at the artist's request.
Gates open midday at the polo club in Indio, with the campground already fully settled by afternoon.
Whoever you are texting the set times to right now — that is who you are going with.