ATHENS, Ga. -- A major fire heavily damaged the Georgia Theatre in downtown Athens Friday morning.

The fire broke out at the historic Georgia Theatre about 7 a.m., according to the Athens-Clarke County Fire Department.

News Chopper 2 was over the scene Friday morning and video showed firefighters on cherry-pickers pouring water onto the theater. Most of the roof had collapsed and the interior appeared to be a total loss with only exterior walls still standing.

The theater is a converted movie theater in the 200 block of Lumpkin Street that is now a popular concert venue.

It has hosted concerts by popular Georgia bands and performers such as R.E.M., Widespread Panic, Sugarland, Jupiter Coyote, the Zac Brown Band, Col. Bruce Hampton, Blueground Undergrass and the Dereck Trucks Band. Friday night, Athens-based Perpetual Groove was scheduled to play.

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SLIDESHOW: Georgia Theater Fire
RAW VIDEO: Georgia Theatre Fire

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In 2008, national touring acts such as the North Mississippi All-Stars, Galactic, Robert Earl Keen, Sister Hazel and Ghostface Killah played at the Georgia Theatre.

Singer John Mayer shot his first music video there.

"They just don't make them like this anymore," said Georgia Theatre owner Wilmot Greene. "This is probably, literally, the coolest art deco music venue left in the world."

For so many, the Georgia Theatre was more than just a building.

"For the musicians, I'd venture to say this is almost like a church for us. It's where everyone plays. Everyone who starts a band in Athens says, 'I just want to play in the theatre,'" said Jill Kelly.

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POST: Your Georgia Theatre Memories

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Officials said Friday evening they were still looking for a cause of the fire. Investigators said they were not ruling anything out.

"I'm in shock. I don't really know what to think at this point," said Greene.

Throughout the day, people were drawn to the scene, watching in shock as the flames smoldered.

"People out here today have either played in that place, or they've seen shows, or they just know that this is an Athens landmark," said J.R. Green.

No one was inside the building at the time of the fire, and no injuries were reported.

The owner said if the walls seem like they will stay up, he will try to rebuild.