Hidden in yesterday’s Q1 report for Live Nation was a short blurb about the company’s investment in Austin-based Blink Identity, a facial recognition company that could be integrated into Ticketmaster’s Presence platform and eventually allow patrons to enter a building with a quick scan of their face.
“We will continue investing in new technologies to further differentiate Ticketmaster from others in the ticketing business. It is very notable that today we announce our partnership with, and investment in, Blink Identity, which has cutting-edge facial recognition technology, enabling you to associate your digital ticket with your image, then just walk into the show,” the company’s release on its first quarter earnings explains.
Blink Identity’s technology can reportedly ID fans using facial biometric software while on the go — most modern scan tech requires a person to stand in front of lens to be scanned, which can slow down a line, according to Venture Beat.
“This is a potential game-changer that elevates it above many of the consumer-focused facial recognition technology that exists today,” the article states. “Blink Identity claims it can capture people walking past at full speed and can handle more than 60 people each minute.”
Besides changing access control and eventually being integrated into Ticketmaster’s new Presence software, Blink Identity could also track patrons as they move around the venue and offer them personalized promotions and discounts (a la Minority Report).
The technology will undoubtably prompt a privacy debate and certain protections will have to be put in place, but the new technology has the potential to shake up the ticketing space and shift the way we think about how we interact with our customers.