Academy Music Group (AMG) has partnered with Live Nation stablemate Ticketmaster to roll out digital tickets across all of its venues, becoming the first venue operator to enable mobile ticketing across its entire estate.
The technology will be used in London venues, O2 Academy Brixton and O2 Shepherd’s Bush Empire, and all AMG’s other O2 Academy venues including Glasgow, Liverpool, Leeds and Birmingham.
The rollout follows the successful launch of 100% digital tickets at O2 Academy Brixton in October last year for four shows with DJ Four Tet. All tickets were delivered to gig-goers’ mobile phones.
Graham Walters, chief operating officer for Academy Music Group, said: “We’ve been testing digital solutions with Ticketmaster over the last year. It’s such a user-friendly platform and we’ve received hugely positive feedback from music fans as the system gives people an easy way to manage their tickets right from their mobile.”
Digital ticketing is the future and our partnership with Academy Music Group is another step in our mission to put mobile first
The tickets are delivered to the fan’s mobile and can easily be transferred to a friend using a Ticketmaster account, or resold on its fan-to-fan exchange. In addition to creating a much more personalised experience for the fan, digital ticketing also paves the way for increased security, decreased fraud and unlocked value from customer relationships by knowing all the fans in the building, not just the buyer.
Andrew Parsons, MD of Ticketmaster UK, added: “Digital ticketing is the future and our partnership with Academy Music Group is another step in our mission to put mobile first. Getting the technology live across all of AMG’s venues is a huge milestone in this journey. Digital tickets make fans lives easier and we can’t wait to see them being used at some memorable gigs in 2019 and beyond.”