AT&T has become one of the official sponsors of AEG Live, a subsidiary of Anschutz Entertainment Group, North America's leading producer of live music.

The telecom giant is going to take AEG's event content and bring it to the phones of its wireless subscribers. FYE, PlayStation, MLB, Acura, Harley Davidson, Shell, Toyota and State Farm are also sponsors.

"AT&T's objective is to capture content from our Coachella festival and make it available to its subscribers," said Andrew Klein, senior vice president of global partnerships at AEG Live, New York. "This is great for us because they are spreading the word about our festivals and allow people to see what they may have missed."

AT&T delivers the content to subscribers in various ways. The first is via its U-Verse platform.

Additionally, subscribers can view the content via their mobile phones.

AT&T also provides subscribers with live Webcasts of AEG events, which can be viewed online at http://music.att.net.

The telecom giant lets subscribers view front-row seats at outdoor music festivals, in-studio interviews and behind-the-scenes footage from chart-topping artists and new musical talent.

Additionally, consumers can enter to win prizes such as select merchandise and concert tickets.

Subscribers can get real-time updates by following AT&T and Coachella on Twitter, where consumers can also sign up for mobile alerts.

The AEG Live festivals, whether it is the New Orleans Jazz Festival, Rothbury Festival, Coachella or All Points West, give sponsors the ability to target the 18-29 demographic and to interact and provide hands on experiences for this audience.

Sponsors can communicate one-on-one with festival attendees.

Mr. Klein said that AEG uses mobile at its festivals as well.

"A lot of what we do to communicate with our festival attendees relies on text messaging," Mr. Klein said. "We update consumers on who is playing, where and when."

AEG has built a mobile opt-in database of concert-goers and also uses SMS to provide these consumers with ticket sales information.

"Now that we have a database of fans, it is a cost efficient way of getting in touch with them," Mr. Klein said. "We have basically built an affinity group."