Hard (music festival)
Hard is a national music festival, music cruise and concert brand founded by Gary Richards in 2007. The event line-ups consist of alternative and electronic acts and emerging talents. The first Hard Music Festival was held on December 31, 2007 in Downtown Los Angeles and featured Justice, Peaches and 2 Live Crew. Hard is best known for the Hard Summer Music Festival and Hard Haunted Mansion, though also runs several smaller events and once-off shows. Hard is sometimes called "Hardfest" by fans, based on the event's website (hardfest.com) and social media shortcuts. Additional Hard brands include the Hard Summer Tour, Hard 13, Turkey Soup, and the Holy Ship! electronic music cruise. Live Nation Entertainment acquired Hard in 2012.
National and international tours
2010 Hard Summer Tour
August 2010 marked the launch of the Hard Summer Tour, as promoter Gary Richards decided to take the party on the road; 12 dates scattered across the United States and Canada; Incorporating hip-hop into the fold.
