The events industry is at a pivotal juncture. Recent high-profile controversies in ticketing, such as Taylor Swift’s fight against speculative resale and debates reignited by the ticketing strategies employed for the Oasis reunion have highlighted systemic inequities. These incidents expose a sector dominated by monopolistic practices, where artists, fans, and independent organisers often struggle to find their footing.
At the core of this discussion lies a demand for a more inclusive and transparent system: Artists seek greater control over ticketing processes to protect their customer data and regulate pricing; fans call for fairness and clarity in pricing and ticket availability. Meanwhile, dominant players wield significant control, sidelining smaller competitors and restricting market access. These issues have even reached political agendas, with calls for regulation gaining momentum.
‘At the core of this discussion lies a demand for a more inclusive and transparent system’
SECUTIX, a global provider of digital ticketing solutions, and its partner, Nazaríes Intelligence, are reimagining ticketing to create a fairer and more democratic landscape. In conversation with Maribel Tabuenca (Ticketing Business Development at SECUTIX) and Eduardo Haro (Founder and CEO of Nazaríes Intelligence), we explored how technology can empower all market players, rebuild trust, and ensure transparency in live events.
Breaking free from monopolies
The ticketing sector has traditionally been dominated by centralised giants that control pricing, distribution, and access to data, leaving smaller venues, organisers, and fans with little agency.
Eduardo Haro underscores the need for a decentralised approach that transcends one-off transactions and fosters deeper connections between cultural spaces and their audiences. Decentralisation in ticketing dismantles these monopolistic structures by empowering smaller stakeholders to operate independently. Platforms such as SECUTIX enable organisers to manage ticketing autonomously, maintaining ownership of their customer data, and implementing strategies tailored to their unique audiences. This model ensures greater transparency, allowing fans to access tickets directly and fairly, while organisers can set pricing and policies that align with their goals.
‘By decentralising power, the industry becomes more inclusive and responsive’
By decentralising power, the industry becomes more inclusive and responsive, opening opportunities for diverse players and fostering a richer, more collaborative ecosystem.
Empowering fans and artists
Fans face significant barriers to equitable access in the ticketing landscape due to several systemic challenges. The rise of automated bots and ticket scalping has inflated prices on secondary markets, making it difficult for genuine fans to secure tickets at face value. Lack of transparency in ticket pricing and availability adds to the frustration, with hidden fees and complex pre-sale systems favouring certain groups. These issues, combined with geographic and economic disparities, create a ticketing environment where access is often unfairly distributed, highlighting the urgent need for more inclusive practices.
SECUTIX’s “Fan-to-Fan” resale model is one way they are empowering fans to overcome these barriers. The platform allows individuals who cannot attend to resell their tickets at face value. This ensures buyers avoid inflated secondary market prices, while artists and venues maintain control over pricing integrity.
Maribel Tabuenca emphasises, “Preventing ticket fraud and enabling controlled resale not only protects fans but also safeguards artists’ rights. These tools democratically transform access to live events, making the system fairer for everyone.”
A new vision for engagement
In today’s digital-first world, a ticket is more than just a pass for entry; it’s a gateway to meaningful engagement. From personalised pre-event interactions to post-event connections, digitalisation transforms the ticketing experience into a comprehensive journey.
Eduardo adds, “The first contact between a fan and a venue through ticketing shapes the entire experience. With digital tools, we’re turning this initial touchpoint into a dynamic and interactive engagement.”
Paving the way for equal access
Through decentralisation, transparency, and enhanced security, SECUTIX and Nazaríes Intelligence are championing a ticketing revolution. Their efforts set a benchmark for an inclusive system, empowering every market player—whether artist, organiser, or fan—to participate equally.
As the industry evolves, these innovations remind us of the true purpose of events: to unite people in shared, transformative experiences. A democratised system ensures these experiences remain accessible to all, safeguarding the magic of live entertainment for future generations.