WAX 2.0

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After six months of heavy hints from the Wolfstar pack, several beers, and serious company growth, one of my favourite UK nights, Wax On has finally got its web 2.0 act together by matching its online offer to the artistic design work it has long been known for.

The team have worked so hard to develop the business and are in my opinion, leagues ahead of most of their competitors. So far the new site contains videos and excellent podcasts (although the RSS feeds appear to go down when being updated) from the likes of the Riotous Rockers and Nightmoves, but my favourite by far comes from Simon Lister, one third of People Get Real, who, along with Oli Pattern and TC Monkton make up Wax On’s resident line up.

Whilst I still believe there is a massive need to keep the underground pioneers away from commercialisation, Wax On has in my eyes, simply always been about the craic and good tunes. And for this type of brand, social media is exactly what’s needed. By brands and promoters restricting themselves to only the night itself, they could be losing tens, hundreds and in some cases thousands of potential supporters. Once online, they have the potential to build on their relationship with current fans, but also develop a global profile and increase their awareness throughout the market.

Dan - see you on the 27th!