Four Tet (aka Kieran Hebden) and promoter Eat Your Own Ears have partnered with Ticketmaster and Academy MusicGroup on a major ticketing campaign to limit resale and get tickets into the hands of genuine fans.
Four Tet returns to O2 Academy Brixton in October 2018 for four consecutive nights, including two of his now legendary all-night DJ sets with curated guests as well as two full live shows.
Here’s the full list of dates:
- 10 October 2018 (live show) – O2 Academy Brixton, London
- 11 October 2018 (live show) – O2 Academy Brixton, London
- 12 October 2018 (DJ all nighter) – O2 Academy Brixton, London
- 13 October 2018 (DJ all nighter) – O2 Academy Brixton, London
Verified Fan
Nearly all tickets will only be available to fans who register via Ticketmaster’s Verified Fan service (a small percentage will be available to O2 Priority customers). Fans wishing to purchase tickets which go on sale Friday 31 August must have registered by Tuesday 28 August. All data will be scored using Ticketmaster’s Verified Fan, and touts and bots will be not be invited into the onsale. All successful fans will be informed via email ahead of the onsale that they have been successfully invited to the onsale. Every fan will receive an SMS on the morning of the onsale, containing a ticket link and unique passcode allowing them to purchase up to 4 x tickets across all four dates.
See Four Tet’s Verified Fan sign-up page here.
100% Mobile Tickets
To discourage resale further, Four Tet at Brixton is the UK’s first fully mobile ticketed event. All tickets will be 100% digital, stored within the user’s smart phone and accessible via their Ticketmaster account.
Andrew Parsons, MD Ticketmaster UK, said of the campaign, “We’re putting mobile first, and leading the charge to a fully digital future – one we know artists and fans are ready for. These gigs present the perfect opportunity to use the tools we have to restrict resale from the get-go and give full control back to the artist over their own show. Combining our Verified Fan technology with 100% digital ticketing will guarantee that O2 Academy Brixton is packed with real fans, paying exactly what Four Tet wants them to pay.”
Marketing
To drive awareness of the shows, digital tickets and the Verified Fan mechanic, Ticketmaster and sister site TicketWeb have extensively marketed the sign-up page to hundreds of thousands of concert goers and clubbers. Announced initially via Ticketmaster blog post, the campaign has been featured in social posts and newsletters, ensuring thousands of fans are signed up ahead of Tuesday’s deadline for registrations.
Read the full blog post with details of how you can secure tickets here.
Industry & Public Reaction
The shows were announced on Monday 20 August with full details of how to secure tickets. Eat Your Own Ears’ Tom Baker said, “It’s really great to be returning to O2 Academy Brixton to host Four Tet’s biggest shows to date. Two live shows in addition to the now legendary all-night DJ sets that always see him choose some amazing guests to join him, all for the price of £5. It’s fantastic to be working with Ticketmaster to ensure the die-hard fans are the ones at the shows, and that these £5 tickets aren’t bought and resold for profit by touts.”
Read Tom’s IQ Magazine interview about the Four Tet shows here.
Read media coverage online
Telegraph Online: Ticketmaster announces UK’s first 100pc digitally ticketed event as they clamp down on illegal touts
Daily Express: Ticketmaster aims to stop touts with first 100 percent digitally ticketed UK show
Mixmag: Four Tet announces London shows as “a positive force against greed and racism”
DJ: Four Tet has announced four shows for a fiver at Brixton Academy
News Flash: Ticketmaster aims to stop touts with first 100 percent digitally ticketed UK show
Celebrity Access: British DJ Four Tet is the latest artist to jump on the Verified Fan train
To talk about Verified Fan and Mobile Ticketing for your artist or events please contact [email protected].
