Hard Summer Tour: Summer Live Preview 2010
Headliner: Crystal Castles
Ticket prices: $25-$35 (Purchase tickets here)
Official event page: www.hardfest.com
Los Angeles-based DJ/promoter Gary Richards founded the Hard music brand in 2007 and annually organizes about 30 electronic music events in Los Angeles and New York, ranging from club shows to festivals. With a growing thirst for electronic touring acts in the marketplace, Richards is extending the Hard brand to a 12-city North American summer tour with Crystal Castles, which will release its second album June 8.
Outlook: Richards says he's concerned about launching a newly branded tour in a struggling economy. "But my belief is that if something is good, people will go for it," he says. With Crystal Castles headlining, the tour should successfully introduce fans outside of Los Angeles and New York to the Hard brand. If everything goes well, Richards may book another tour this fall.