Oxford's biggest dedicated rock music venue is to change its name.
The Oxford Carling Academy, on the city's Cowley Road, is set to become the O2 Academy.
The announcement came this morning from the venue's owners Academy Music Group (AMG).
Although the venue itself will not change, its future as a regional centre for new music is assured, with the backing of global communications giant Telefonica O2.
The name change will come into effect on January 1, and will be accompanied by what is expected to be an impressive launch programme.
The venue, on the site of the former Zodiac club, opened as the Carling Academy last autumn and has already played host to the likes of Happy Mondays, Duffy, Paul Weller, The Charlatans and many local up-and-coming bands such as Young Knives, Youthmovies, A Silent Film, Xmas Lights and Foals.
The name change affects all 11 Academy venues in the UK, and bring them into the same group as London's O2 arena - still popularly known as the Millennium Dome.
As part of the change, new and existing O2 customers will get priority access to tickets.
Ronan Dunne, Chief Executive at Telefónica O2 UK said: "Our customers tell us that they really value having priority access to tickets at The O2, so we want to bring this benefit to even more customers.
“The O2 Academy venues are a hugely important part of the UK’s music scene and we admire their role in musical heritage. Through this partnership we are not only looking to benefit O2 customers, but to also enhance the live experience for all artists and music fans.”
John Northcote, head of AMG said: “Academy Music Group is the UK’s leading live music venue owner and operator and we have successfully built a nationwide network of premier concert venues.
"It is very important that we continue to improve the artist and customer experience, working with like-minded partners.
"O2 has a dedicated programme and track record of rewarding their customers and embracing new methods of communication, as well as supporting new and emerging artists.”
A spokesman for the venue added: "As part of the deal, O2 plans to reinforce the Oxford Academy as a key outlet for grassroots music, ensuring new musical talent is recognised and supported. "Over the past four years, O2 has supported up-and-coming artists with its O2 Undiscovered music programme which endeavours to open up careers in the music industry. "O2 will ensure that the O2 Academy venues form a centrepoint for new musical talent in the local community.
"O2 will work closely with Live Nation/AMG to enhance the concert going experience, developing technologies like mobile ticketing which is both convenient and environmentally friendly.
"O2 customers may also be able to enjoy other unique benefits[1] that will significantly enhance their experience, including fast track entry, creating areas for O2 customers and their guests where they can relax before and after events, and opportunities to text ahead for special benefits.
"O2 will also have first option to exclusive live content from O2 Academy gigs and will work closely with the artists to make this content available for download to mobile handsets. Through its Napster and MyPlay music services, O2 has a variety of platforms available for artists to distribute their music directly to fans.
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