Digital-only gig is just the ticket to beat touts

THE end of paper tickets for concerts could be approaching after the UK’S first 100 per cent digitally ticketed event was announced.

In October, Ticketmaster, the online distributor, will only accept tickets tied to fans’ mobile phones for a concert at the O2 Academy Brixton in south London.

The move, which was introduced to stop fans being ripped off on secondary resale sites, follows Ticketmaster’s decision to close Seatwave and Get Me In, its own resale platforms, earlier this month after they were criticised for facilitating online touting.

A part-digital initiative was trialled in Glasgow last month for The Killers, where a handful of fans were required to show their proof of entry on their mobiles.

However, the Brixton event, which will take place from Oct 10-13 for the London DJ Four Tet, will be the first time all ticket holders will have to use their phone to gain access to the event.

Andrew Parsons, the managing director of Ticketmaster UK, said the company was “putting mobile first” in an effort to lead the charge to a fully digital future which “artists and fans are ready for”.

He said: “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 per cent digital ticketing will guarantee that O2 Academy Brixton is packed with real fans, paying exactly what Four Tet wants them to pay.”

To ensure internet bots and illegal touts do not gain access to tickets, fans are required to register for a Ticketmaster “verified fan” account before purchasing them.

The tickets can then be easily transferred between friends using their personalised accounts. The new scheme is likely to be welcomed by many in the industry, as it follows calls for tougher regulation on online touts who use automated software to bulk-buy concert tickets.

Last week, Stuart Camp, Ed Sheeran’s manager, told The Daily Telegraph that he would back a legal cap on the amount gig tickets can be resold for.

He said: “I’d support a ban at anything above 10 per cent mark-up. I believe there is still a need there for those who can’t attend shows etc but the rampant profiteering is what has to go.” The Government has previously rejected calls for a cap on resale prices and a spokesman for the Department for Digital, Culture, Media and Sport said: “Legislation isn’t the only option to tackle rip-off secondary ticket sales and [we are] working with the industry to find market solutions.”

In July last year, Ed Sheeran cancelled more than 10,000 tickets for his latest tour after touts were found selling them on resale sites.