NEW YORK – A Live Nation executive at ad:tech said that the company is continually looking at ways to drive revenue and ticket sales with new enhancements such as letting consumers order concessions via their mobile device.

NEW YORK – A Live Nation executive at the 2011 Mobile Marketing Forum said that its mobile application is helping solve a huge challenge in the music industry with an increasing number of consumers turning to their smartphones to buy tickets.

Events-ticketing giant Live Nation Entertainment and wireless carrier Vodafone have created a mobile application that lets consumers get information about concerts, the latest news about the bands and participate in promotions.

Live Nation Entertainment has launched a commerce-enabled application for Apple’s iPhone and iPod touch to provide another platform for fans to buy tickets to concerts and other events.

Progressive rock/jam band Umphrey’s McGee is letting attendees of its concerts use their mobile phones to buy a recording of the live performance.