The company partnered with Outlier Inc. to use the company’s Swagg application to offer consumers merchandise. As part of the partnership, Outlier will be receiving marketing rights from Live Nation, such as presence in display areas at venues and digital media inventory to promote the application.

“We have focused on building Swagg by establishing relationships with consumers through experiential, social and digital marketing,” said Andy McGowan, director of communications at Qualcomm Inc.’s Firethorn Holdings LLC, Atlanta.

“We know that apps are primarily downloaded from a user’s smartphone device,” he said. “In order to build a brand, it’s important to develop a culture of being able to communicate directly with the consumer in engaging and compelling ways.”

Live Nation claims to be the largest live entertainment company in the world, connecting 200 million fans to 100,000 events in more than 40 countries.

Outlier Inc.’s Swagg manages offers, and makes plastic gift cards and rewards digital.

Consumers can buy family or friends a Live Nation Merchandise gift card via the Swagg application.

Customers can choose any amount to give, but a minimum of $15 is required.

After purchasing the gift card users can send it to the recipient via email.

Additionally, the company is offering discounts for its merchandise.

Users can get $10 off their favorite Kings of Leon items

Shakira fans can get a free patch when they buy a Live Nation product

Consumers can get 15% off Lenny Kravitz merchandise