Ticketmaster and Live Nation have recently suggested that they’re looking into the technology that would replace tickets with facial recognition software. On Monday, The Verge reported that Live Nation Entertainment—the resulting company of Ticketmaster and Live Nation’s merger in 2010—had invested money in Blink Identity, a new commercial facial recognition company that formerly “spent the last decade building and deploying large scale biometric identification systems in the Middle East for the Department of Defense.”
According to Billboard, Ticketmaster confirmed that “identity-based ticketing has been a core area of investment for Ticketmaster over the past 3+ years.” In a message to investors, which was obtained by The Verge, Live Nation lauded that the tech could be used to “associate your digital ticket with your image,” verifying that the company is considering facial recognition software as an alternative to more traditional methods of ticketing in the future. The company also noted to investors that “We will continue investing in new technologies to further differentiate Ticketmaster from others in the ticketing business.”
Blink Identity claims that it has the ability to correctly identify people in half of a second. If implemented correctly, this would allow event-goers to walk through Blink Identity’s sensors at full speed, with the sensor able to identify and confirm entrance for over 60 people per minute. However, the software could be utilized for more than just ticketing, with Blink Identity’s website explaining that “Once inside, concert goers can use their face — literally — to buy drinks, swag, enter VIP areas, and more.” Per Fast Company, the technology could also be used to heighten security at events, identifying “bad actors” and notifying security for their removal.
While these seem fairly benign and potentially could speed up event entrance, Blink Identity’s website also notes that “It’s also possible to collect usable and sharable data on each person that walks through our biometric entry gateway.” Given increasing privacy concerns, it’s probable that many consumers would be uncomfortable with the collection and sharing of their data unless it’s further explained. This also means that Live Nation venues would be outfitted, at least partially if not entirely, with surveillance equipment to monitor attendees.
Fast Company recently announced that Live Nation and Blink Identity are currently working on a pilot program for facial-recognition software at several Live Nation venues in addition to the e-ticketing system, Ticketmaster Presence. The company claims that the program will “give Ticketmaster access to a much deeper level of information about ticket buyers and ticket users than they have now, including understanding who is in attendance at the event, how they received their tickets, and the ability to communicate with them while they are in the venue.”
However, despite this, Live Nation Entertainment doesn’t seem to have plans to fully implement this technology—or if they do, it’d take a lot of time, resources, and PR finesse. In order for the tech to work, Ticketmaster would need to amass an up-to-date database of all its users’ faces and information, which besides being difficult to complete logistically, would also probably be met with much resistance from concertgoers. Furthermore, the effectiveness of the facial recognition software still needs to be vetted, and if it is as effective as claimed, venues would need to purchase and install equipment and train their staff.
If the technology was used to replace tickets, as it seems might be one of the ultimate goals for its use, it’s debatable whether or not the software would actually speed up entry into venues anyway. Given the rise of terrorist attacks at concerts and evergrowing concerns about safety, it seems unlikely that the software would erase the need for physical body searches or single-file metal detectors for entry into venues.
[H/T Consequence of Sound]