In a move that will help expand its online exposure and marketing efforts, Live Nation has signed a deal with SWAGG, a Web site...

In a move that will help expand its online exposure and marketing efforts, Live Nation has signed a deal with SWAGG, a Web site that offers a mobile app designed to help people organize, use and distribute gift cards and ecommerce deals.

The deal allows fans who are registered with SWAGG to purchase gift cards that they can give to friends or family members to redeem for Live Nation merchandise, such as concert t-shirts and other music-related items. The partnership is through SWAGG and the Live Nation Merchandise division; whether tickets will be included among the items that can the gift cards can be redeemed for was not disclosed.

In addition to Live Nation’s increased online exposure, SWAGG will also receive marketing rights that will allow its promotional efforts to be displayed at Live Nation-owned or managed venues, and through digital means.

“We are excited to help promote SWAGG by utilizing our music platform to reach our consumers,” Russell Wallach, president, Live Nation Network which is involved in merchandising, said in a statement. “Their brand message will connect with millions of music fans through our digital network and our venues.”

After a difficult 2010, Live Nation said the company is looking at various ways to improve the customer experience on its Web sites while also boosting revenues and gaining more exposure. The company said its Ticketmaster.com Web site is the world’s third-largest ecommerce site, but officials believe the company can do a better job of incorporating more social media aspects and offering different products in addition to tickets.

Rocco Fabiano, president of SWAGG parent company Outlier, said in a statement that the partnership will benefit music fans. “Our collaboration with Live Nation Merchandise will provide consumers with an efficient and convenient way to get music collectibles from their favorite artist. SWAGG makes it easy to give and receive Live Nation Merchandise gift cards directly from their mobile device.”