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Roxy 2.0: How Social Media Brought the Club Back

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Nic Adler (left), Mario Maglieri, and Lou Adler at the House of Blues. The elder Adler was honored along with fellow Sunset Strip icons Maglieri and Elmer Valentine on the eve of the 1st Sunset Strip Music Festival. | Photo via The Roxy.

Nic Adler grew up at The Roxy. His father, Lou Adler, opened the club the year Nic was born. He would spend his afternoons after school at the club and grew to dislike the rock music it became so famous for spotlighting.

At 18 Nic tried his hand at promoting rap shows and, along with David Faustino (of Married With Children fame), had a successful year-long run promoting hip hop on Thursday nights at The Whiskey, where the likes of Xzibit and will.i.am were known to engage in rap battles.

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And Lou worked the box office on opening night.