Hard is a national music festival, music cruise and concert brand founded by Gary Richards in 2007. The event line-ups consist of high-profile alternative, electronic and rock acts and cutting edge emerging talents. The first Hard Music Festival was held on December 31, 2007 in Downtown Los Angeles and featured Justice (French band), Peaches (musician) and 2 Live Crew. Hard is best known for the Hard Summer Music Festival and Hard Haunted Mansion. 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 Holy Ship! electronic music cruise. www.hardfest.com