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The beta site launched Sept. 8. This weekend’s two-day festival marks the site’s grand opening.

It’s unclear whether the multi-day concert will drive listeners to iHeartRadio. Tickets sold out in 10 minutes.

Livio Lippetti, of Huntington Beach, Calif., traveled to Las Vegas to see Bruno Mars and the other headliners Friday. He said he had never heard of the website, despite advertisements promoting the site flashing over the stage after each act. He said he prefers Sirius XM Radio Inc.’s satellite service to web stations.

“I’m all about XM,” he said.