London’s O2 Academy Brixton and Shepherd’s Bush Empire are among the venues making a switch towards mobile ticketing.
Some of Britain's most famous venues, including London's O2 Academy Brixton and Shepherd's Bush Empire, are making the switch towards mobile ticketing following a deal between Ticketmaster and Academy Music Group, the U.K.'s biggest owner and operator of live music and club venues.
Last fall, Ticketmaster teamed up with electronica artist and DJ Four Tet for its first totally digitally ticketed shows in Britain. The success of those four gigs at the 5,000-capacity O2 Academy Brixton and positive response from Four Tet's fans led to the company rolling out its mobile ticketing solution to other U.K. venues.
"Digital ticketing is the future and our partnership with Academy Music Group is another step in our mission to put mobile first," said Ticketmaster UK managing director Andrew Parsons. He called the deal, which makes AMG the first British venue operator to enable mobile ticketing across its entire estate, "a huge milestone in this journey."
"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," added Graham Walters, COO, Academy Music Group, in a statement.
Alongside O2 Academy Brixton and O2 Shepherd's Bush Empire, AMG operates or owns O2 Academy venues in Glasgow, Liverpool, Leicester, Leeds, Birmingham, Manchester and Newcastle. All 19 of the company's U.K. venues will now accept mobile tickets alongside traditional paper tickets. AMG's shareholders include LN-Gaiety Holdings Ltd, SJM Concerts and Metropolis Music.
As per October's Four Tet gigs, Ticketmaster's mobile ticketing solution involves digital tickets being delivered direct to a customer's phone and can be transferred to a friend using a Ticketmaster account, or resold on its fan-to-fan exchange.
The Live Nation-owned company credits the move towards digital tickets with providing increased security for music fans and preventing tickets from entering the secondary market, which it has itself hugely profited from. Ticketmaster's partnership with AMG follows the recent closure of its two U.K. resale sites Get Me In! and Seatwave. Those closures came on the back of a high-profile campaign from the FanFair Alliance against the secondary ticketing industry, as well as a number of ongoing government inquiries into the sector.
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