Matchbox Twenty are the latest band to test location-based technology on tour, with ‘geofenced’ messages being broadcast to fans who have their official app installed on their iPhone and Android smartphones. “We think they are the first artist to use geofencing. We can talk to fans as they come in and out of the venue, welcome them to the show, give them a hashtag to participate,” manager Nick Lippman tells Billboard. “It’s a great way to get information to people without being uber-intrusive but also remind people what they can do to be an interactive part of the show.” The Mobile Roadie-developed app uses technology from Daqrui, Sliptu and Crowdzilla – the latter is providing the geofencing element. It has worked with other artists, although more around ‘gigapixel’ photographs of the crowd where fans are invited to tag themselves. Matchbox Twenty’s campaign is a reminder that not all artists are grumpy about fans using mobile phones at gigs.

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