Live Nation Entertainment, Ticketmaster’s parent company, has made moves towards the implementation of facial recognition technology, having announced its partnership with Blink Identity, a biometric identification company that specialises in facial technology.

As a market leader in ticketing, Ticketmaster sells over 500 million tickets annually across more than 10,000 venues and is uniquely positioned to improve how fan identity works in the industry.

Identity-based ticketing has been a core area of investment for Ticketmaster throughout the last three years in particular, and we’re thrilled to announce more details of our progress towards facial recognition.

Facial technology will significantly enhance the security of our venues, enabling Ticketmaster clients to know not just who purchases a ticket and how, but who actually attends their events and who is in their venue at any one time.

Through the introduction of facial recognition, Ticketmaster clients could benefit from convenient and easy to use physical security, access control and VIP identification, all with special attention to consumer privacy.

The developing technology will also enhance the live event experience for fans, improving communication and customer relationships between them and the event host, as well as dramatic improvements in the way events are personalised for each fan.

Speaking about the company’s partnership with Blink Identity, Live Nation President and CEO Michael Rapino said Blink Identity “has cutting-edge facial recognition technology, enabling you to associate your digital ticket with your image, then just walk into the show.”

As part of the new Live Nation partnership, Ticketmaster and Blink Identity will pilot facial recognition technology through Ticketmaster Presence (our next-generation venue access control and fan engagement platform), within some corporate buildings and in participating Live Nation venues.

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