Lollapalooza Lures Major Marketers

Microsoft’s decision to top the bill when Lollapalooza returns to the stage July 3 is the latest, and one of the most ambitious, of recent attempts by videogame makers to exploit music’s potential to reach young Americans.

Thanks to an estimated $1 million-plus sponsorship deal, Xbox, the Redmond, Wash., technology firm’s videogame system, is the presenting sponsor of the concert tour, Microsoft’s largest music tie-in yet, said director of marketing Bill Nielsen. (Xbox has also sponsored bands Linkin Park and Blink-182.)