Academy Music Group (AMG), the UK’s leading owner and operator of nationwide live music and club venues, has partnered with Ticketmaster to roll out digital tickets across all of its venues – the first venue operator to enable mobile ticketing across its entire estate. The ease of digital tickets will transform fans’ experience, simplifying the process from start to finish.

The technology will be used in London’s iconic venues, O2 Academy Brixton and O2 Shepherd’s Bush Empire, and all AMG’s other O2 Academy venues including Glasgow, Liverpool, Leeds, Birmingham and more.

The rollout follows the successful launch of 100% digital tickets at O2 Academy Brixton in October last year for four shows with the British electronica producer, musician and DJ Four Tet. The Four Tet events represented a shift into mobile-first ticketing with all tickets delivered to gig-goers’ mobile phones, another powerful tool in getting tickets into the hands of genuine fans at the price intended by the artist. 

The partnership will allow AMG to utilise the latest tool in Ticketmaster’s cutting-edge technological armoury, reflecting increasing calls from fans for an easy and secure ticketing system which fits seamlessly into their lives. The 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.

In addition to creating a much more personalised 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. 

Graham Walters, Chief Operating Officer, Academy Music Group says: “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.”

Andrew Parsons, Managing Director of Ticketmaster UK adds: “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.”