Academy Music Group Venues Go All-Digital With Ticketmaster In The UK

O2 Academy Brixton
– O2 Academy Brixton
Successfully trialed all-digital ticketing with Four Tet in October

Academy Music Group (AMG), the UK owner and operator of some of the nation’s most iconic live music and club venues, has partnered with Ticketmaster to roll out digital tickets across all of its venues.
This makes AMG the first venue operator to enable 100 percent mobile ticketing across its entire estate, according to the announcement. The goal is to transform the fan experience by simplifying the ticketing process from start to finish.
Venues that will use the technology provided by Ticketmaster include London’s iconic the O2 Academy Brixton, which successfully trialed 100 percent digital ticketing in October, and the O2 Shepherd’s Bush Empire, as well as all AMG’s other O2 Academy venues, including Glasgow, Liverpool, Leeds and Birmingham.
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.
The move reflects “increasing calls from fans for an easy and secure ticketing system which fits seamlessly into their lives,” according to a statement released by Ticketmaster.
“In addition to creating a much more personalized 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,” the statement continues.
AMG COO Graham Walters 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.”
Ticketmaster UK MD Andrew Parsons 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.”