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. HARD is sometimes called "HARDfest" by fans, based on the event's website http://hardfest.com and social media shortcuts. Additional HARD brands include the HARD Summer Tour, HARD 13, Turkey Soup, and the Holy Ship! electronic music cruise. Live Nation Entertainment acquired HARD in 2012.