Keep It Hard With Gary Richards at Grand Central March 24

Keep New Times Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Miami and help keep the future of New Times free.

Gary Richards wants to introduce you to your new favorite party. It's called Hard, and since 2007 it's been drawing thousands of electro heads together for messy free-for-alls in Los Angeles, New York, and San Francisco. Next city in Richards's sights? Miami, of course.

A DJ and record industry insider turned concert promoter, he has been coming to Miami for Winter Music Conference since the early '90s. "I feel like Miami has one of the best cultural scenes," Richards muses from his office in Los Angeles. "It's a melting pot of everyone who just likes to party and dance. My dad did a lot of work with Power 96 down there for years and years, so I'm really familiar with it."

After being founded in the mid 2000s, Hard quickly expanded into one of the country's premier electronic music parties with several yearly events and bookings that would make any promoter jealous, including Deadmau5, Simian Mobile Disco, Modeselektor, M.I.A., Justice, Crystal Castles, Moby, MSTRKRFT, and Basement Jaxx.

And last year kicked off Hard's attempt at Miami party domination when a couple of hundred swimsuit-clad partygoers took over the former Blade pool area at the Fontainebleau Hotel. Compared to the 30,000-person arena events in Los Angeles, though, it was rather tame, partly because Miami Beach's strict noise ordinances kept the volume well under bass-rattling range.

"Last year's [pool party] was great. I was kind of feeling it out a little bit. The Fontainebleau was a cool location. But I think our sound and style works better at night and indoors, so we've moved [the party] to Grand Central. I think it will be more bangin' there, and we can go till five in the morning."

In addition to the late closing time, the move bumps up capacity to a little over 1,000, and with a lineup featuring Diplo, Tiga, SebastiAn, DJ Mehdi, Busy P, Tinie Tempah, and others, you can expect a full house. Nevertheless, Richards says, this party is more about brand awareness than ticket sales. "For me, the goal is to have a rockin' party in Miami. It's not like I'm thinking, I'm going to Miami to make a bunch of money. Really it's like, We're Hard, this our brand. This is our style."

Hard Miami with Diplo, Tiga, SebastiAn, and more. Thursday, March 24. Grand Central, 697 N. Miami Ave., Miami. The party starts at 10 p.m. and tickets cost $30 via fla.vor.us. Ages 18 and up. Visit hardfest.com.

Follow Crossfade on Facebook and Twitter @Crossfade_SFL.

Keep Miami New Times Free... Since we started Miami New Times, it has been defined as the free, independent voice of Miami, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Miami with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the New Times community and help support independent local journalism in Miami.


Join the New Times community and help support independent local journalism in Miami.