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 and social media shortcuts. Additional Hard brands include the Hard Summer, Hard Red Rocks, Hard at Electric Daisy Carnival, and the Holy Ship! electronic music cruise, and former events include Hard Day of The Dead, Hard 13, Turkey Soup and Hard Miami. Live Nation Entertainment acquired Hard in 2012.
For its 10th anniversary, the festival was set to return to the Auto Club Speedway; however, after a notable decline in ticket sales, LiveNation moved the event to Glen Helen Amphitheater in San Bernardino, California. About 80,000 people attended the two day weekend. Hard Summer 2018 is set to return to the Auto Club Speedway in August 2018.
In March 2013, Hard Events announced that it would be hosting a new event in Colorado called Hard Red Rocks at the Red Rocks Amphitheatre. The event took place on August first of that year, and has returned to that event annually. Hard Red Rocks 2018 is set to take place on August second feature guests including DJ Snake, Virtual Self, Mija, GG Magree, and Hekler.
Downtown LA Arts District Premier Events Center, Los Angeles
Justice (Dj Set), 2 Live Crew, Steve Aoki, Busy P, Dj A-Track, Whitey, Uberzone, Jason Bentley, Wired All Wrong, Young Americans, Softlightes, Trouble Andrew, Pink Enemy, Afrobots, Royal Palms, Dj Pubes (Obey Giant), Mid City West, Dj Skeet Skeet, Gina Turner Vs. Louisahh, Aaron Castle, Goddollars, Kool Aid, Destructo, Dj Jacques, On-Blast
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.
Trent Reznor helped organise the event, seeking out the help of out Gary Richards from Hard to do so, stating: "I’ve always respected what [Richards] does with Hard, and I thought that was exactly what we needed."