Local social platform Geomium has struck a deal with Last.fm to include the music recommendation service’s 1.5m events on its platform. Last.fm’s gigs and festivals will add to the millions of bars, restaurants, events and money-off deals currently listed on Geomium, which takes the form of a website and iPhone app.

Geomium founder Michael Ferguson believes the company’s local content is superior to that of any other service, and says he is keen to capitalise on this as Geomium becomes more established as a mainstream location-based service. “Good dynamic content is crucial to our continued success,and in Last.fm’s event information we have added some of the best,” says  Ferguson. “Discovering a new band is one of life’s true pleasures, and updating this part of our service opens up a whole host of new gigs to our users.”

Geomium members can filter events and people in their local area, viewed either as a feed or on a map. When they see a gig or festival that they wish to attend, they can click through to buy tickets immediately via Last.fm, and share the event with their friends.

“The ability for someone to see a gig spontaneously on Geomium and book up there and then is great news for Last.fm,” says Fred McIntyre, VP of product for Last.fm. “Location-based services are going to have a huge impact on live music, and we believe Geomium will drive a lot of traffic for us as its user base continues to grow and people get more used to using location as part of their social life.”