AT&T is stepping up its online advertising efforts in order to drive more traffic to its music services.

According to MediaPost, the Internet service provider is relying on search advertising to promote its Blue Room webcasts of live events. Keyword searches like "2008 Coachella" or "New Orleans Jazz & Heritage Festival" will return with paid links to the site.

Once at the Blue Room site, AT&T is then promoting wireless music products like phones, ringtones and so on. AT&T will rebroadcast Coachella coverage online, over its IPTV service and via mobile video in May.