Some music venues including ‘The O2 Arena‘ and tech company Samsung Galaxy Studio Live are using exciting, new and innovative technology in the form of ticketless gigs or Smart tickets. Smart tickets are said to work through a downloadable app on any current smartphone, which holds “a world of exciting new content at your fingertips.” Smart Ticket uses NFC technology, and a ticketless concept to allow quick and seamless access to the event.
Near Field Communications (NFC technology) is a set of short-range wireless technologies that enable to nearby devices to communicate with each other, like Bluetooth. NFC technology makes it possible to use your phone to read NFC tags and transmit the data directly to your phone. Those tags could be in anything from a product packaging to a ‘smart’ poster. So that means no more rummaging at the bottom of your bag in a panic for your ticket, also no more printing costs, everything you need is kept securely on your phone.
And if the live experience isn’t enough Samsung claims that you also get to re-live the evening on your way home, using the Smart Ticket app you’ll have “exclusive access to 5 tracks from that evenings performance.” “Were delighted to announce our involvement in the first rollout of ticketless technology this country has seen.”
There are three main concepts of the Smart ticket that make up the new overall before, during, and after experience; the first being prior to the event, you can look forward and get ready for your gig with exclusive access to artist information, news and, video feeds. Messages from the artists will be available; also venue and ticket information is stored within the app to keep you well on top of where and when your event is happening to ensure no more rushing around.
Secondly during the event everyone will have free WIFI access in all areas of the venue, which gives you the exciting ability via the app to upload unlimited amounts of photos, videos, and tweets which are then stored and shared on the interactive screens so users can look back and though others to share memories. Competitions are also available as well as user-friendly maps of the venue so you newbies don’t get lost, but probably the most innovative of all the features being the ‘Makelight’ – an awesome new technology that is designed to provide a breathtaking interactive light show that gets everybody involved by feeling part of the show, the technology sync’s all the devices during the artist’s set.
The third and probably most useful part of the Smart Tickets is the cashless option, no more worrying about loosing money or trying to find loose change in your bottomless pockets. Samsung are now partnering with the great company that is PayPal who are offering an innovative new way to pay, using only the NFC device and the users PayPal account. During the event the cashless technology can be used to buy those hungry revelers food, the party animals drinks, and the die-hard fans merchandise.
Samsung are continuing to advertise and bring forward this innovative ticketless method emphasizing its greatness, Samsung say “We are more than delighted to be a part of this great step into the future, by using the advancing technology we are giving the fans a whole new and exciting experience to seeing their favourite band or artist that not only lasts during the performances but before and after.” And as well as all the new features that are involved they vouch that “It is a much smoother, easier, and quicker method with virtually no queues on arrival.”
In terms of all the technology that is used within the phone app, entry and the all new ‘makelight’ function, Samsung has to be sure they can guarantee a faultless experience, to which they replied “As this is a new system with new technology we are working hard on improving and stabilizing the app and the NFC technology, to be certain that no problems or technical errors occur before, during, or after the show to ensure a faultless and secure and enjoyable experience.”
Some of the Bands that have already jumped on the bandwagon and are also using and supporting this method of gig entry and new technology include Biffy Clyro, Laura Mvula, Iron Maiden, and The Red Hot Chili Peppers. Big bands like these obviously have a huge fan base, and of course the fans will embrace and encourage almost anything that they have to offer that will bring them closer to the band.
After talking to fans and regular concert goers from a range of ages and genders between 16 – 25 year olds, 25 – 40 year olds, and 40 – 60+ year olds about their views on the subject, the general consensus was that over 75 percent welcomed the idea of having an overall better experience and also loved the idea of the app having an extra before and after experience, to form better memories when looking back. Fans said, “All the new features are great,” and “I feel so much closer to the band, being able to download the tracks after is a great feature,” as well as “I don’t miss the physical ticket, all this new cool stuff overrides that, it’s great to be rolling with the times.”
The O2 Arena are also supporting ticketless gigs, but mainly they say to stop those sleazy ticket touts who buy tickets in bulk to make a profit for themselves “We fully endorse Live Nation’s policy on Ticketless technology, we advise all customers to only buy through the official ticketing platform AXS.com. As a venue we support any policies that prevent touts from prospering at the expense of our customers.” Says the O2.
The Cardigan Bay Wakestock festival in Wales was the first to go ticketless in 2012, now more and more festivals are using a form of ticketless technology. Some are using RFID wristbands (radio frequency identification) The wristbands look like standard material festival bands but are fitted with a microchip instead. Samsung, again were the first to sponsor this and hosted the first UK ‘ticketless’ festival. But the first time this technology was ever used was at the Red Hot Chili Peppers gig on June 23 2012 at Knebworth.
The only downfall to the ticketless technology option that I have discovered would be the sentimental value of keeping the old ticket stubs. Die-hard fans would enjoy looking back at the design of the tickets and some may even make collages of their kept tickets, however after the show the ticket has no real value and really its just another piece of paper that adds to the clutter of your house. All of the new features, most would agree forgive the fact that there is no ticket to be taken home afterwards, and once the ticketless technology is more developed and being used in the majority of music venues and festivals the ticket itself will be forgotten.
Ticketless methods have also been used in other ways, shapes and forms including airline tickets, travel and parking and have all been successful but in the music industry there is a whole new world of things that can be achieved, but obviously this whole new world of ticketless entry plus all the added extras that come with is still in its early stages and is still developing and will continue to be developed. But in terms of moving forward and bringing new experiences to the world of live music events, I and thousands of other fans I am sure will agree that this is a great success all round. Paper tickets will be a thing of the past; ticketless gigs are the way to the future.
Hollie Donovan 