This year, Roberto Max Salas transported 30,000 guests to Coachella. Salas, co-founder and CEO of creative agency Young Hero, knows the average person can’t afford a ticket, so he brought the music and arts festival experience to the metaverse. The activation, which was created in partnership with media store UEG, promoted customer Absolut Vodka with a high-tech dance floor, open bar and genderless Pride-themed clothing.