Shamans put on shows (which need not mean they’re liars or fakes), just like modern states do with pageantry, pomp & circumstance:

Shamans have long known that masks, special robes and other regalia are not just for putting on a show. Each special object or garment has its own spirit(s). Though not absolutely necessary, the robes and regalia make it easier to go into the spirit world and offer protection while there.

Each object partakes of the spirit of the animals, plants, and stones used in making it as well as the spirit of the person who made it. An object used by a shaman also stores power from the shaman, from ceremonies, and from the shaman’s guides, teachers, and helpers.