Ticketmaster has the technology available to allow any artist to create and control their own ticketing strategy, and worked closely with Biffy Clyro’s team to implement Paperless ticketing to combat the resale of tickets. The technology was a great success, with no tickets listed on resale sites whatsoever for these shows.
Debbie McWilliams, Head of Live Entertainment Sales & Ticketing at SECC, said, “We are pleased to say we had a great result working with the band and Ticketmaster to employ Paperless ticketing at the SSE Hydro, with resale a complete non-issue. A big win for us, and most importantly for the fans.”
Photos of Biffy Clyro at the SSE Hydro by Ryan Johnston (ryanjohnston.co)
Louise Lonie, Director of Sales and Marketing at AECC, said, “At the band’s request, to make sure as many genuine fans as possible got the chance to book, we introduced Paperless ticketing for Biffy Clyro live at the AECC on Wednesday 30th December. This was our first experience of the system which on the night worked exceptionally well, access to the venue was quick and without issue. Ticketmaster were on site to educate and support the door stewards who picked up the process immediately. All in all a great success, our customers embraced the change and we would welcome Paperless ticketing in the future”.
Ticketmaster pioneered and developed Paperless ticketing technology in 2009, as a direct response to artists’ requests to stop the resale of their tickets. The technology sees fans’ credit or debit cards used as the ticket, with the cardholder required to present their card and photographic ID at the point of entry with their party.
Paperless ticketing in action at the SECC
Live Nation and Ticketmaster also prevented listings of Biffy Clyro tickets on their resale marketplace, invalidating any ticket purchases that broke either of these rules.
Andrew Parsons, Managing Director at Ticketmaster UK, said, “Paperless ticketing is a proven way of getting tickets directly into the hands of genuine fans, and stopping resale. We were able to work in with Biffy Clyro’s team to do just this with great success.”
Ticketmaster also recently implemented Paperless technology on the upcoming 2017 Iron Maiden tour to ensure fans were able to buy tickets at the intended price, and stop resale. Read more about this here.
To work with Ticketmaster Artist Services on campaigns for your next tour please contact [email protected].
