Delivery Agent Inc. announced today it has reached a definitive agreement with Live Nation Entertainment to acquire merchandise distribution company Musictoday. The deal marks Delivery Agent’s first major play in music, having previously worked in television and sports with the likes of the Super Bowl, U.S. Open and Brooklyn Nets.

Founded by Coran Capshaw, current CEO of Red Light Management, Musictoday handles the e-commerce platforms for artists and organizations such as Phish, Dave Matthews Band, Jerry Garcia, Bonnaroo and the University of Virginia Cavaliers.

Delivery Agent CEO Mike Fitzsimmons told Billboard that the company had been in talks with Live Nation over the last several years discussing partnership opportunities before landing on a deal to acquire Musictoday. “We believe what we’ve been building can create great value and drive incremental revenue to this industry, and bring unprecedented solutions to an industry that we think frankly has been under-served for many years.”

Fitzsimmons also said the company is working on new artist signings as well as additional capabilities to use their platform within the confines of the music industry. “Think about watching the Grammys or a music video on the Vevo TV app. We can now enable you to directly transact from your smartphone or from your TV with our T-commerce platform.”