Gary Richards' iconic party brand HARD features in a documentary by Steve Appleford which chronicles one of North America's most forward-thinking party brands ahead of their tenth anniversary.
The brainchild of Gary Richards, HARD grew out of the electroclash bubble in the late 2000s in Los Angeles and has since gone onto become one of North America's most forward-thinking festivals.
As the brand has grown over the years, HARD took to the high seas with its now iconic HOLY SHIP brand, where the world's biggest DJ and live acts commandeer a cruise ship for four days of raving on the high seas around the Caribbean.
The documentary features archival footage of HARD's first-ever party HARD NYE in Los Angeles in 2007 as Justice, Steve Aoki and Peaches ring in the new year.
There is also behind-the-scenes footage of DJ AM's epic Daft Punk set from HARD HAUNTED MANSION in 2008, as well as interviews with Richards and HARD luminaries and fans Steve Aoki, DJ Snake, Giorgio Moroder, Dita Von Teese, Claude VonStroke, Too $hort, Anna Lunoe, Duke Dumont, Justin Martin and Ghastly.
The documentary's killer soundtrack includes tracks from Dog Blood, Aphex Twin, Destructo, Giorgio Moroder, Dusky, E-40 featuring Too $hort, Justin Martin, Ghastly and Carte Blanche.
“The music landscape has changed drastically over the last 10 years but one thing always remains the same good music is good music. When HARD was getting off the ground, it was about bringing people together in downtown LA to experience quality music together,” says Gary Richards ahead of the documentary's release to the public today.
“It’s incredible how much the HARD audience has grown and I’m thankful for all the fans around the globe that have come to celebrate with us at our festivals, stages and aboard HOLY SHIP! I am thankful for all the amazing artists who performed at the festival over the years. You really made HARD hard. I hope this MTV piece sheds some light on the past 10 year history of HARD and my life.”
It's not always been easy for HARD and Gary Richards, just a couple of weeks ago the festival's organiser was forced to make an apology after their latest trailer upset a lot people when it made fun of the lack of diversity on festival line-ups, for which Richards was forced to make a full public apology.
Check out the full documentary below.