TICKETMASTER UPGRADES DIGITAL EFFORTS

Ticketmaster has acquired UPGRADED, a blockchain technology company that converts traditional tickets into secure interactive digital assets. Goodbye, ticket stubs.

UPGRADED provides control over ticket distribution and protects against fraudulent tickets. The technology also provides event producers with data on event attendees and where their are sold.

“Ticketmaster is constantly exploring emerging technologies, and there aren’t many that have the unique possibilities of blockchain,” said Justin Burleigh, Chief Product Officer at Ticketmaster, North America.

“We continue to focus on providing the world’s leading identity-based ticketing platform to fans, artists, and our clients. We think blockchain and UPGRADED will continue our progress to improve ticketing and create a safer and more seamless experience.”

The solution can be implemented without requiring a venue to replace existing access control hardware.

Live Nation-owned Ticketmaster already has multiple tools in its ticketless portfolio: Presence, Verified Fan and Blink Identity.

Rumors that the new technology can read your thoughts and translate them instantly into digital information couldn't be confirmed at presstime, and when can I quit this piece of shit job? Hey, I didn't type that...