In yet another investment in the small venue space, Live Nation has now formed an alliance with Blender magazine with the new New York club to be known as the Blender Theatre at Gramercy. Formerly known as the Gramercy Theatre, the 600-capacity Blender Theatre at Gramercy will launch with a party on Thursday with Wolfmother and other bands performing.

Live Nation says the room will host some 250 live music performances annually, booked directly by Live Nation and focusing on rock, soul, hip-hop, folk and alternative music. Already booked are Rufus Wainwright, Grant Lee Phillips, Pretty Girls Make Graves, the Knitters, Lacuna Coil, Bebel Gilberto and Jedi Mind Tricks.

Live Nation, the world's largest amphitheater owner/operator and producer of many of the top arena and stadium tours in the world (including the Police, Genesis, the Rolling Stones, and U2), has become increasingly aggressive in the small venue world, including opening new House Of Blues clubs and branding new Fillmore venues (Billboard.biz, March 29).

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