The O2 venue, rebranded The O2, was reopened to the public on 24 June 2007 with a concert by Bon Jovi in the arena. The O2 celebrated its first year with a book, including a double page picture of Elton John from his September 2007 "Red Piano" show. Prior to this reopening, other events took place, including a soft opening for residents of the area to explore the entertainment district and an opening for staff called "The O2 Premiere" which featured Peter Kay, Tom Jones, Kaiser Chiefs and Basement Jaxx. An event called "Out of the Blue" featuring circus acts also took
The Who Tour 2006–2007 broadcasting the concerts, headed up by the technical team for "The Lord of the Rings" film trilogy. This was the first attempt by any band to broadcast entire shows via the Internet since the Pixelon-sponsored "Vegas Job" (later released on DVD as "The Vegas Job") in October 1999, which had been the band's first attempt at live broadcasting over the internet. Most of the European shows were preceded in the broadcast by an episode of the web TV program, In The Attic, presented by Rachel Fuller and Mikey Cuthbert. At festivals such as the O2 Festival in Leeds, the opening