Looks like clubbers are ready to get Hard in 2012 … OK, now that we’ve got the first innuendo out of the way, prepare for the debut of electronic-dance-music brand Hard Events in Las Vegas at Haze on March 16 with Boys Noize, Destructo and Stellar.
“I’ve always tried to come to Vegas to do something,” says Destructo, a.k.a. Hard mastermind Gary Richards. “I’ve always been told the bottle-service crowd … they don’t really like what we do,” says Richards of the idea that VIPs aren’t willing to hear something new. “And I just don’t believe that. We’re more focused on the music and cutting-edge talent and coming from more of a rock vibe,” he says.
Previous Hard events in L.A. have seen crowds upward of 40,000 people for N.E.R.D. and Justice. “I feel like what we do at Hard, it’s a little bit different from all the other dance brands,” Richards says. “I like to kind of consider Hard to be the Mac and some of those other brands of DJs are the PC.”
Since Macs are way hipper than PCs, could Hard be a dose of Viagra for the EDM scene that’s already getting soft with the same resident headliners? “I feel that once people hear what we do and see what we do, I think they’ll take it in just as much—if not more—than what they’re already getting,” Richards says. Here’s hoping the first event goes well so we can get Hard more often.