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, though also runs several smaller events and once-off shows. 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, Hard Red Rocks, Hard at Electric Daisy Carnival, and the Holy Ship! electronic music cruise. Also, previous events such as Hard Day of The Dead, Hard 13, Turkey Soup, Hard Miami, and others. Live Nation Entertainment acquired Hard in 2012.