FEATURE: Live Nation's New Digital Wristbands For Gigs: A Step Too Far?
Saturday, 27 March 2010
Written by Rob Sleigh
Entertainment company Live Nation recently announced plans to begin issuing digital wristbands to concert goers in a trial replacement of traditional paper tickets.
As previously reported by Stereoboard.com, the new technology will use a “smart chip”, containing details of the event and the ticket holder, to allow entry into gigs.
The concert promoter has described this proposal as a response to the increasing problem of ticket fraud, which has continued to become a nuisance for many music fans in recent years. The announcement will prove to be a welcome suggestion for anyone that has been affected by such scams when purchasing concert or festival tickets. But with many people questioning the real need for this solution as well as the impact it might have, could the plans be a step too far?
It seems that stories of online ticket scams have been becoming more and more frequent in the last few years. The news has featured numerous reports of these fraudulent acts, such as phony websites posing as official ticket vendors and fake tickets bought through online auction sites. The decision made by Live Nation to try and phase out paper tickets could potentially be an effective method of dealing with this growing concern. However, does the proposal ignore some of the benefits of allowing music fans to buy and sell tickets elsewhere?
Edward Parkinson, director of online ticket exchange company Viagogo UK and a critic of Live Nation’s proposal, stated: "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".
Auction websites, such as eBay, provide gig-goers with the opportunity to re-sell their tickets if their plans change and they become unable to attend an event. If the new wristbands are launched, will ticket buyers lose this opportunity? If so, this could mean that they might lose the money they had paid, because in many cases, refunds for tickets are not offered. In cases where refunds are given, usually only for sold-out events, there is still the likelihood that they would lose their booking fee or postage payment. If buyers are able to re-sell their unwanted tickets, they can at least get their money back or even make a bit of a profit if they choose. This would also mean that unlucky punters are given a second chance at purchasing tickets for a sold-out gig.
As well as the effects on the concert ticket market, the new plan could also be viewed as another attack on the freedom of rock’n’roll. The art form of music has been commercialised beyond all recognition within the last fifty years and recent changes to the way live music is marketed have been heavily criticised by the gig-going public. Festivals and music venues with huge sponsorship deals and a list of rules and regulations at every gig are just a couple of the changes that have left people wondering whether the term “rock’n’roll” has any meaning at all anymore. Tagging and bar-coding music fans will just continue to heighten the feeling that attending a concert is comparable to being herded like cattle or prisoners.
The live music industry has been slated on a number of decisions in the past, including the ever controversial booking fee. With this latest announcement, they may argue that they are attempting to stamp out touting, but to some it may just come across as another act of hypocrisy. At the end of the day, we live in a commercial economy and the consumers have as much right to make a profit as the corporations. The plan could also represent another unwelcome intervention by the Nanny State. Although it is unfortunate when people are defrauded, the victims of the aforementioned ticket scams have been warned of the risks on numerous occasions and the decision to buy tickets from unofficial vendors is their own. We all deserve the right to buy and sell property we have paid for, as well as the right to make our own decisions.
One final criticism of the new scheme comes from the humble gig enthusiast. After all, what value does a wristband have in a respectable ticket collection?
What's your opinion? Let us know below.
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