LONDON (CelebrityAccess MediaWire) — Live Nation Entertainment UK has been testing digital wristbands as a possible replacement for traditional event tickets.
The wristbands, which would be embedded with a 'smart chip' would store information about the identity of the wearer, and would not be transferable, making it harder for scalpers and ticket scammers to operate, the BBC reported. The wristbands would be initially targeted at festivals, but would expand to other concert venues of they prove themselves successful.
The wristbands would also be used to pay for food and beverages at concerts but how that would work was not made clear.
A number of artists are on board with the plan, including Muse's Chris Wolstenholme who has been calling for stronger measures to be taken against the speculative secondary market.
"It's something the bands have got to look at and they've got to put into play where you buy directly from the band rather than these [secondary] agents," he said. "The bands have got to try and kick this whole scamming thing out."
The decision to make the wristbands non-transferrable is a controversial one and drawn criticism from people like Edward Parkinson, director of viagogo UK.
"If someone has spent their hard-earned money on a ticket that they can no longer use, then they should have the right to sell it on, whether it is a paper ticket, e-ticket or any other type of ticket." Parkinson said in a statement. "The most important thing is to make sure that when someone buys a resold ticket, they get what they pay for, in time for the event." – CelebrityAccess Staff Writers