Ticketmaster Explores New Technology To Give Event Organizers An Option to Require Negative COVID Test Or Vaccine Ahead Of Concerts In 2021

Ticketmaster is currently exploring new safety measures to help monitor the health of individuals who plan on attending concerts in…


Melinda Lorge

| Posted on

November 11, 2020


4:08 pm

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Concert Crowd; Photo by Andrew Wendowski

Ticketmaster is currently exploring new safety measures to help monitor the health of individuals who plan on attending concerts in 2021. The news comes two days after pharmaceutical company Pfizer shared that early results for a new COVID-19 vaccine trial presented a 90% efficacy rate.

The ticketing giant’s post-pandemic safety plan, according to Billboard, is still in the developmental phase. But, if approved, it will allow promoters the option to choose whether or not they want to implement the new technology into their business. Event organizers who do choose that option will likely require customers to use their personal cellular devices to show proof that they’ve been tested negative for the coronavirus “within a 24 to 72-hour window” or received the proper vaccination upon entering their concert of choice.

Even though concert-goers may be required to confirm the status of a negative test result or recent vaccination before attending a show, under the plan, Ticketmaster will not store or have access to any personal medical records. The vetting process will be used solely for clearing individuals for an event to protect fans who are attending that same event. Additionally, the goal of the process would be to prevent any onsite testing on the day of the event.

“We’re already seeing many third-party health care providers prepare to handle the vetting — whether that is getting a vaccine, taking a test, or other methods of review and approval – which could then be linked via a digital ticket so everyone entering the event is verified,” Ticketmaster president Mark Yovich told Billboard on Wednesday.

“Ticketmaster’s goal is to provide enough flexibility and options that venues and fans have multiple paths to return to events, and is working to create integrations to our API and leading digital ticketing technology as we will look to tap into the top solutions based on what’s green-lit by officials and desired by clients,” he added.

According to the report, the plan will rely on three separate components: Ticketmaster’s digital ticketing app, testing/vaccination distributors like Labcorp or CVS Minute Clinic, and third-party health information firms like CLEAR Health Pass or IBM. The latter of the three would be used to verify an individual’s vaccination status with Ticketmaster, who would then give them access to the credentials they need to attend an event. Those who test positive for coronavirus or don’t receive the proper screening ahead of time will not gain entry into the event.

Thus far, no third-party company that can provide the technology needed to deliver quick vaccination results has been approved by the Food and Drug Administration. However, Yovich says he expects to see the demand for digital screening services go up with the approval and distribution of a vaccine amid the ongoing pandemic.

“In order for live events to return, technology and science are going to play huge roles in establishing integrated protocols so that fans, artists, and employees feel safe returning to venues,” Marianne Herman, co-founder and principal reBUILD20, which helps entertainment and live events companies develop COVID-19 strategies, sad. “Integrating ticketing platforms with the guests’ verified testing results is one key way to reimagine how we’re going to get fans back to live events. The experience of attending live events will look completely different, but innovation married with consistent implementation will provide a framework to get the live sports and event industry back to work.”

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Melinda Lorge

Written by

Melinda Lorge

Melinda Lorge is a Nashville-based freelance writer who specializes in covering country music. Along with Country Now, her work has appeared in publications, including Rare Country, Rolling Stone Country, Nashville Lifestyles Magazine, Wide Open Country and more. After joining Rare Country in early 2016, Lorge was presented with the opportunity to lead coverage on late-night television programs, including “The Voice” and “American Idol,” which helped her to sharpen her writing skills even more. Lorge earned her degree at Middle Tennessee State University, following the completion of five internships within the country music industry. She has an undeniable love for music and entertainment. When she isn’t living and breathing country music, she can be found enjoying time outdoors with family and friends.