“Those Hybe executives make a weekly trending fans report to review”- Fans react as label announces Facial Recognition entry for concert goers

On December 23, 2024, HYBE announced that it would introduce facial recognition technology, called 'Face Pass,' for concert entry starting in 2025. As reported by South Korean media outlet KBS News the same day, this new system is set to debut at the boy group TWS’s first fan meeting in 2025, from February 14 to 16, at the Olympic Park Handball Stadium in Seoul.

This will allow fans to verify their identities simply by walking past a camera. By eliminating the need for traditional ID or ticket checks, the initiative aims to streamline the entry process and enhance the concert experience, as per the label.

The 'Face Pass' system is designed to combat ticket scalping, a long-standing issue in the entertainment industry. However, the announcement sparked a mixed response from fans.

While the innovation initially seemed like a step forward in modernizing concert logistics, netizens raised concerns about privacy and data security. An X user, @BeastSRP, wrote,

"And next thing you know, those Hybe executives make a weekly trending fans report to review the faces of those fans. And God knows what they will do with it. All the best to Hybe fans."

Others also joined in and questioned the handling of sensitive biometric data and the potential risks of leaks or misuse.

"I hope fans don’t fall for this… they are going to use your facial features for nothing I assume is ethical… hybe doesn’t know what ethical is," a netizen remarked.

"Hybe's every move just like the totalitarian they like to sabotage the privacy n human rights include their own artists," an X user wrote.

"I dont want hybe knowing my face like i trust tiktok more," another user mentioned.

"Yeah no you're not getting my face in your database weirdo ik too well what this could lead to," a netizen stated.

Others voiced serious concerns about the increasing prevalence of AI-related issues and deepfakes, particularly in South Korea.

"With deepfake p*rn being a huge unsolved crime in korea ?? This company needs to be burned," a person commented.

"The company that leaks their idols medical records? Good luck seeing yourself in the dark web," an X user wrote.

"Mind u, the deepfakes aren’t gone yet and hybe has not taken any actions against it while other big companies have. this is very weird," another user remarked.

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All you need to know about the new face recognition system by HYBE at the concerts

To make the initiative work, the label has partnered with fintech company Toss and ticketing platform InterparkTriple to develop the technology, as reported by Korea JoongAng Daily on August 14, 2024. The 'Face Pass' will also be used during ticket purchases to prevent automated scalping methods.

While the system offers a modern solution to ticketing challenges, HYBE has assured fans that those who do not wish to register their biometric data can still opt for traditional ID and ticket verification at designated booths.

Kim Tae-ho, the industry giant's Chief Operating Officer, shared the label's plans to expand the system globally, stating that it aims to provide fans with a "convenient" and "enjoyable" concert-going environment. As per KBS News on December 23, the COO stated,

"We plan to expand the application of this service to create an enjoyable and convenient environment for fans worldwide to attend performances."

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Despite the debate, the collaboration between the label, Toss, and InterparkTriple could create a more equitable ticketing system. By addressing ticketing fraud and ensuring smoother entry procedures, 'Face Pass' could pave the way for a new era in live entertainment experiences.