to Dallas, Texas-based First Broadcasting Investment Partners for $5.6 million but retained the station's music library and 97X brand with the intention of continuing broadcasting as internet-only WOXY.com. 97X ended its terrestrial broadcasting on 97.7 FM on May 13, 2004. The future of "The Future of Rock and Roll" was to be on the Internet, broadcasting exclusively from the WOXY.com website. The staff committed to staying with the WOXY.com venture worked feverishly over the following five months to secure funding and advertisers for what was at the time an unheard of business venture; an Internet-only commercial radio station. However, appropriate funding for the transition did not initially appear, so the station was forced to shut down operations on Thursday, May 13, 2004 and terminate its broadcast, not only via its 97.7 FM transmission, but also via WOXY.com. WOXY.com (2004–2010) Background One day after 97X left the FM airwaves, on Friday, May 14, 2004, representatives of anonymous angel investors contacted the station staff, intent on funding the WOXY.com venture. After two months of legalities, on July 12, 2004, "The Future of Rock and Roll" resumed its WOXY.com broadcast. As a subtle nod to its 1983 FM debut ("Sunday Bloody Sunday" by the Irish band U2), the first song played on the resumed WOXY.com broadcast was "Orpheus" by the Irish alternative rock band Ash. Because of the nature of the 97.7 FM sale to First Broadcasting out of Texas, "The Future of Rock & Roll" was able to continue broadcasting from the Oxford, Ohio building until a more touring musician friendly location could be found. In September 2004, WOXY.com operations were relocated to Cincinnati's Longworth Hall, a building at the intersection of three interstate highways and close to multiple concert venues. Publicity To herald its return to broadcasting, "The Future of Rock & Roll" relied on a viral campaign to be carried out by its loyal listeners. WOXY provided via its website, avatars, banners, buttons, PDF files, etc., all with the intention of getting the word out; "The Future of Rock & Roll" is back! The station also purchased some well placed ads in music oriented magazines. Programming The internet definitely allowed for more programming avenues and outlets than standard FM radio ever did. "The Future of Rock and Roll" continued to find innovative ways to program the station. BAM! Modern Rock: Even with a new engine driving the music, "The Future