When it comes to fusing the digital industry with the live entertainment business, the process needs to be done "before, during and after" concerts, according to Verizon Wireless director of digital music Ed Ruth, who spoke today (Nov. 19) on the "Electric Rodeo" panel at the Billboard Touring Conference in New York.

To help promote upcoming events for music clients, Verizon Wireless will use its customer database to send text messages on behalf of that artist, saying, "'I'll be playing in your city, would you like a ticket?'" Ruth added, "We know what the tastes and preferences are of our consumers and offer them a mobile ticket."

Verizon has also used green screen technology at concerts to help connect fans to artists. At shows, concertgoers are encouraged to stand in front of a green screen, which has a recorded piece of an artist in the background. The snippets are later sent to the individual's mobile phone.

"They can leave the event with their badge of belonging," Ruth said. "We can then deliver a 'thank you' message afterwards, and deliver the opportunity to sell content. We start a purchase path that way."

Jambase CEO Dave Rosenheim said one of his Web site's main goals is to build awareness of an upcoming concert. To achieve this, Jambase users are exposed to forthcoming shows through the site's social network offering.

"One way (to create awareness) is to see which show your friends are going to," Rosenheim said. "That's going to be a lot more important than seeing a concert listing."

Jordan Glazier, CEO of Eventful.com, a Web site that allows music fans to request specific acts to perform in their city, said approximately 75,000 events and concerts have resulted from the site. "There was a sense of ownership that the fan was part of the process," Glazier said, noting that many venues use Eventful to gauge how many tickets an act call sell in their market.