In an effort to make sure its retail stores thrive and to move with the everchanging tide of the music entertainment biz, HMV is upping its live music events, partnering with Tixserve to provide secure digital tickets for them.
According to Music Business Worldwide, the partnership began with a series of signing sessions with Twenty One Pilots, taking place during their tour, across the UK at the start of the year. Tickets were sold as part of a deal with the purchase of the band’s album, Trench, and over 3,200 were sold via the Tixserve mobile app.
The Twenty One Pilots digital tickets marks the beginning of a multi-year partnership between HMV and Tixserve. Another benefit of Tixserve is that it can prevent ticket fraud by providing authorised ticket exchange arranged by the event organiser, HMV.
HMV senior events manager Simon Winter said: “HMV works closely with the major record companies and their artists to create exciting and engaging in-store events, and we are always looking for ways to improve the customer experience.
“Using Tixserve has given us the control we need to manage ticket distribution in-house, and the digital ticket helps build a closer relationship directly with the ticket holder.
“The recent run of sell out Twenty One Pilots events required us to distribute over 3,000 tickets with purchases of the band’s Trench album.
“We needed a very secure ticket offer to stop potential re-sale at highly inflated prices, and Tixserve allowed us to stop this and maintain direct contact with the ticket holders from the point of purchase right through to the event itself.”
Patrick Kirby, managing director at Tixserve, added: “Working with HMV will mean their customers benefit from highly secure, convenient and content-rich digital tickets which can be tailor-made to bring real added value to each individual event.
“For Tixserve, it’s great to be able to partner with a company synonymous with the music sector, and to work with such iconic bands such as Twenty One Pilots.
“Not only was Tixserve able to distribute their digital tickets quickly and easily, we were also able to configure Tixserve for this high profile event to prevent the unauthorised sale and transfer of tickets on re-sale sites.”
In other HMV news, the HMV store in Belfast has now agreed a lease with the landlord of Donegall Arcade, Sports Direct, and will remain open in the city. This good news is safeguarding 16 jobs and comes as a relief to customers.