Music companies such as Atlantic Records and Jambase are targeting Google Calendar to market their artists.

Google Calendar recently launched a public event-tracking element that allows users to automatically add updates from sources such as sports team schedules, travel deals, or concert updates. Atlantic Records and Cordless Recordings will provide tour schedules and album release updates for their artists. Eventful and JamBase will also provide music-related event updates. Additionally, Atlantic will provide artist birthdays and "music horoscopes" to the service.

Users can have the information added to their calendar based on zip code or by artist.