LONDON (CelebrityAccess) — The Live Nation-affiliated Academy Music Group announced it has partnered with Ticketmaster to roll out digital tickets across all of its venues, making it the first major venue operator in the UK to go fully digital across its entire venue portfolio.
Venues included in the deal include the O2 Academy Brixton and O2 Shepherd’s Bush Empire in London, as well as AMG’s other O2 Academy venues including Glasgow, Liverpool, Leeds, Birmingham and more.
The digital ticket rollout follows a trial in October that saw the O2 Academy Brixton shift to all digital ticketing for a series of concerts by British electronica producer, musician and DJ Four Tet.
The digital ticketing service allows fans to receive and store tickets on mobile devices, and to transfer or resell tickets fans via Ticketmaster’s website.
The service also increases security, helps to prevent fraud and helps to collect personalized marketing data on patrons, Academy Music Group said in its announcement about the technology deployment.
“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,” said AMG’s COO Graham Walters.
“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,” Andrew Parsons, Ticketmaster UK’s MD added.
Live Nation, Ticketmaster’s parent company, and Gaiety Investments acquired a majority stake in Academy Music Group, which, at the time, owned and operated twelve live music venues in the UK.