At the Austin City Limits (ACL) Music Festival at the end of September, sandwiched between a stage and a small recycling center, stood a white dome decorated with colorful cloud patterns. Inside the air-conditioned structure, visitors could get customized T-shirts, temporary tattoos and a mixtape of songs by artists performing at the festival.

It was computer maker Dell's Summer Rocks Dome, which the company also parked at other rock festivals as part of a concerted push to bolster its brand's ties to live music.

Dell has been a presenting sponsor on the festival circuit for years, but 2008 marked the first time that the company had established such a prominent physical presence on-site. In addition to ACL, Dell erected its dome-like pavilions at Lollapalooza in Chicago, Outside Lands Music & Arts Festival in San Francisco, the Virgin Mobile Festival in Baltimore, Bumbershoot in Seattle and the Monolith Music Festival at Red Rocks Amphitheatre near Denver.

It is all part of Dell's efforts to expand its toehold in the consumer products market, which accounts for less than 20% of its global revenue, the lion's share of which still comes from direct sales to business customers.

Click here to read the full story, including details behind Dell's efforts to expand its footing in the consumer products market, the music marketing strategies the company has employed recently and more.