Officially Turned on by HARD Summer 2017 Trailer
T & A NEVER LOOKED SO GREAT.
Last year’s HARD SUMMER music festival only featured five female performers. This year’s edition–set for August 5 & 6 in Southern California–features 25. Today (May 2), HARD Events has released its annual trailer which takes a satirical, consciousness-raising, pro-women look at how supergroup GRL PWR gets on the bill. It’s DJ Snake, Claude VonStroke, What So Not, Party Favor and Kayzo as never seen before.
HARD SUMMER MUSIC FESTIVAL 2017
DROPS CONSCIOUSNESS-RAISING PRO-WOMEN TRAILER TODAY
Super sleaze agent Harvey says to his clients–“Sex sells, not music!”–as he adjusts their anatomy to fit HARD’s founder and festival mastermind Gary Richards’ request for more female talent. Longtime collaborator director Agata Alexander—who has entertained HARD fans with her smart, edgy video concepts (including pairing HARD performers as canines and putting together the legendary ‘Strawberry Gang’) leaps into the timely discussion of how women are perceived in entertainment. The piece culminates with epic festival footage set to Cray’s “Infinity Signs” (listen here).
The HARD SUMMER trailer also features Gary Richards (aka DESTRUCTO) and HARD SUMMER performers Anna Lunoe, Uffie, Kittens, Cray and J Worra.
Here director Agata Alexander shares her thoughts on putting together this year’s HARD SUMMER trailer:
“There was no way I could do a trailer for this years’ HARD SUMMER without touching on something meaningful.
I spoke to Gary (Richards) about getting more females on the lineup. He, his team at HARD and I started to put together lists of women we could get for the show but it felt so predictable– a token gesture to have one or two big female headliners. Why did we have such a hard time figuring out who to get other than that? Why were all the new artists being pushed onto Gary from different managements men? Gary started digging deeper and I really respect him for this. He called me and was like ‘Yo, I’m finding so many dope chicks I’ve never even heard of. This is so cool.’ So that became our purpose. Giving the female underdogs a chance which brought us Madam X, Kittens, GG Magree, Cray, Jubilee, J.Worra, Uniqqu3 and others.
I decided that I wanted powerful male artists to do something crazy to make a point. It’s important for men to step forward and support women as loud as they can. We need that. Whenever a female voices her opinion about stuff like this, everyone points at her and says ‘she is a bit too much, perhaps one of those ‘crazy feminists… definitely not getting laid.’ I didn’t want to expose the female artists to this type of stuff in comment sections. I figured let’s turn the table and put the men through the ringer. It catches your attention as the absurdity of the situation becomes more clear and it’s important that the fans of these men look at the video and hopefully understand what’s wrong with our world.
Why did I put boobs on them? Cause tits automatically make you a sexualized commodity in this world and I found it humorous that the manager in the video felt that boobs is enough and all you really need. I respect these guys so much for being in this video and going all out. They showed up to that set without a complaint in support of women. In the end of the day it’s just boobs, everyone loves ‘em, many of us have ‘em. What’s the big fuss?”
Add’s Anna Lunoe, who makes a cameo as a video director:
“Talking about being a woman in the electronic space in any capacity is tricky, multifaceted, tiresome and after so many years I just prefer to avoid the topic and get on with the job! I have known Agata for a few years now and she has a way of portraying things with the right amount of comedy, creativity and I trusted that she would get it right – If anyone understands the plight of being a minority in their industry its her. I’m a big believer in referencing to the absurdity of society in comedy and that itself being a great catalist for cultural awareness & change – also, her script was just very funny even on paper!”
FESTIVAL HEADLINED BY
DJ SNAKE, JUSTICE,
SNOOP DOGG WITH A LIVE PERFORMANCE OF ‘DOGGYSTYLE’
DOG BLOOD, BASSNECTAR, MIGOS, ZEDS DEAD,
RAE SREMMURD AND SKEPTA
AT THE SPEEDWAY IN FONTANA, SOUTHERN CALIFORNIA
SATURDAY, AUGUST 5 & SUNDAY, AUGUST 6
TICKETS ON SALE NOW AT:
The HARD SUMMER line-up is:
SATURDAY, AUGUST 5
DJ Snake * Justice DJ Set * Rae Sremmurd * Zeds Dead
Tchami * Cashmere Cat * Skepta * Ty Dolla $ign * Malaa * A-Trak * Mobb Deep
Yehme2 * Doctor P * Anna Lunoe * Kayzo * E-40 * Brodinski * Charli XCX
Mercer * Busy P * AC Slater * Nina Las Vegas * Wax Motif * Soul Clap * Ellen Allien
Wiwek * Chris Lake * Chris Lorenzo * Amine Edge & Dance * Drezo * Mustdie!* Saymyname
Problem * Uffie * Egyptian Lover * Ghetts * Gina Turner * Nick Monaco * Vincent * Uncle Jxmi
Dj Heather B2B Collette * Doc Martin * Sita Abellan * Oshi * Josh Pan * Mad Zach * GG Magree
Cray * Jubilee * Oski * Qrion * Phlegmatic Dogs * Nukid * Masha * Whipped Cream
SUNDAY, AUGUST 6
Snoop Dogg Performing Doggystyle * Dog Blood * Bassnectar * Migos
Jai Wolf * Snakehips * Claude Vonstroke * What So Not * Baauer * Kill The Noise * JME
Mike Will Made It * Destructo * 12th Planet * Tinashe * Madeintyo * Brillz * Party Favor
Shiba San * MK * Ekali * Giraffage * Jackmaster * Jimmy Edgar * J. Phlip * Floating Points (DJ Set) * Motez
Kim Ann Foxman * Whethan * Thugfucker * Kap G * LA Leakers * Graves * 4B * 24HRS * Dave * AJ Tracey
London On Da Track * Nancy Whang * Louisahhh * Tink * Walker & Royce * Hotel Garuda
Christian Martin * Madam X * Kittens * J. Worra * Lookas * Uniiqu3
Volac * Brohug * LDRU * Colby J * Deux Twins
To stay up to date on all HARD SUMMER happenings, join the event page at: http://bit.ly/HARD10YRfbevent
Tags Agata AlexanderAnna LunoeBassnectarClaude VonStrokeCrayDestructoDJ SnakeDOG BLOODGary RichardsHARDHARD SummerJ WorraJUSTICEkayzoKittensMigosParty FavorPRO-WOMENRae SremmurdSKEPTASNOOP DOGGUffieWhat So NotZed's Dead
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