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Live Nation Introduces 'Digital Wristbands' to Replace Paper Tickets

wristbandIn a move they hope will combat the growing problem of ticket fraud, music promoter Live Nation has announced it will stop issuing paper tickets in favour of digital wristbands at their festivals this summer.

The wristbands will incorporate 'smart chip' technology and will initially be piloted at Live Nation's festivals, which include Hard Rock Calling, Wireless and Download.

If the trial phase is successful, the wristbands could be introduced to other concert venues. Live Nation has said eventually it would like to get rid of paper tickets altogether.

John Probyn, Live Nation UK chief operating officer, told BBC Newsbeat, "Your ticket won't be a paper ticket, it will be a wristband unique to you."

It is reported the wristbands will also allow fans to buy food and drink.

According to figures, one in 12 customers have been the victim of online fraud when buying tickets for live events over the Internet.

Live Nation's decision comes on the back of the government setting up a special department for dealing with such online deception, although Live Nation and other promoters are increasingly implementing measures on their own.

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Juliette Fatsoma

In theory, the technology behind the wristbands is a fantastic idea, it will no doubt rapidly reduce the time it takes to get into large events, much like barcode scanners. However, in practice, it remains to be explained how this will actually prevent touts. So whilst it seems like Live Nation are saving all the customers from the woe of touts and making sure we can buy directly from them (who are so much more trustworthy), it is worth remembering Live Nation has direct links with reseller sites such as Tickets Now.
Please take a look at my blog to see more of my thoughts on the wristbands...
http://www.somasoapbox.com/2010/03/25/why-i-wont-be-putting-all-my-money-on-a-smart-chip-wristband-just-yet/

March 26 2010 at 5:27 AM Report abuse rate up rate down Reply