EDM promoter joins Cream Holdings in LNE fold
The Los Angeles-based Hard, founded by Gary Richards in 2007, organizes the flagship Hard Summer Music Festival in Los Angeles, as well as events in Miami, New York and Toronto. This year’s edition is scheduled for Aug. 3-4, and features Skrillex, Bloc Party and Miike Snow.
As revenues for dance music festivals have continued to rise over the past several years, LNE has been keen to enter the largely indie promoter-dominated realm. The Hard acquisition follows LNE’s purchase of veteran Brit EDM promoter Cream Holdings — organizer of the Creamfields Music Festival — earlier this year (Variety, May 9, 2012). In that case, Cream founder James Barton joined Live Nation as president of its electronic music division.
Richards will continue to run Hard, reporting to Barton.