Los Angeles venue The Roxy has an infamous past -- setting the scene for The Ramones' performance in "Rock and Roll High School," serving as a frequent haunt of Hary Nilsson and Alice Cooper -- and as of five years ago, it had an uncertain future, too. Embracing social media and the internet, Roxy owner Nic Adler found a way forward.
"We were the first venue to switch to a blog format," says Adler, something that helped them connect to concertgoers and also hear their complaints and suggestions for the venue, which Adler took to heart and used to "make [The Roxy] whole, with social [media]."
The strategy had another important hook for visiting bands: promotion. With an estimated readership of 500,000, The Roxy's blog is a powerful incentive for nascent bands to utilize. Taken all together, the historical venue's smart, careful wielding of technology is a case study in staying relevant.