EXECUTIVE INTERVIEW TALENT BUYER DIRECTORY

of the festivals (Hard Summer vs. EDC) are banned from play- ing the other. Meanwhile, Hard Events has been in the news because of overdoses at the last festivals: two fatalities at 2015’s Hard Summer and three fatalities last year.

Can you run through a bit of your history? I went to high school in L.A., moved to Washington, D.C., and then, in the late ’80s / early ’90s, I started going to these ware- house parties. I really got in- volved in the music and started my own after-hours event called The Sermon, which is the first event I ever promoted. I started at 5 a.m. on a Sunday. First time we did it, we had maybe three people show up; a lot of smoke filled the room so it looked like somebody was there. Then 20, then 40, then funny thing happened on the way to this interview. Gary Richards, 80, then all of a sudden we’ve Afounder of Hard Events, a Live Nation subsidiary, talked to us and got a line around the block at 6 in the morning. then immediately resigned from the company. So we flipped to Midnight Mass. We tried to do a midnight As this interview went to press, like Skrillex and Justice to and the recently completed show. We had a great concept he was in flux. Rumors were the mainstream. He still plays Hard Red Rocks along with nu- but really couldn’t get enough rampant that he was on his between 40 and 60 shows every merous club and theatre shows. people so I partnered with a guy way to a prominent position year including a residency at Hard Summer continues named Mr. Koolaid, who was at LiveStyle, the descendent Drai’s in Las Vegas. to grow, having moved from doing Double-Hit Mickey, and of SFX Entertainment, but As Gary Richards, the music Pomona Fairplex in 2015 to we did the Mickey’s Holy Water Richards “went dark,” like Jack exec, he began his career pro- the Auto Club Speedway in Adventure. We [did it at Wild Bauer. Please enjoy this inter- moting shows at clubs and Fontana, Calif., last summer, Rivers waterpark in Irvine], and view for what it is: the story abandoned warehouses in to Glen Helen Amphitheatre that led to the Electric Daisy of a promoter in transition. Los Angeles, notably an early- in San Bernardino this year. Carnival that we did two years Gary Richards, in the lead-up Sunday morning gig called The In 2012, Live Nation took in a row, and then at the end to the 10th anniversary of his Sermon and an event called a majority stake in Hard Events of ’92 on New Year’s Eve I did Hard Summer electronic music Electric Daisy Carnival. While and, soon after, Insomniac. something called RaveAmerica. festival, hit the media circuit. his late brother Steven man- Richards and Insomniac That was at Knott’s Berry Farm. Not only did he visit radio sta- aged Slipknot, Gary grew his founder Pasquale Rotella went We sold about 17,000 tickets. tions throughout California, Southern California festival, to court in 2015 over the name At that point I felt like this he provided extensive inter- Hard Summer, into a massive of Rotella’s flagship event, music was getting commercial- views to Variety, Los Angeles event with more than 100 acts Electric Daisy Carnival. All ized and it really wasn’t what Times, a cover story for L.A. that took place as this interview parties agreed that Richards I signed up for, so I thought, Weekly and, obviously, Pollstar. went to print, featuring Snoop invented the name, and put “I’ll go into the record busi- Richards is, first and Dogg’s performance of his 1993 on the first events, and then ness” and leave these kinds foremost, an artist who, as album DoggyStyle. Meanwhile, verbally agreed to allow Rotella of concerts behind. Destructo, built a career work- Richards was one of the first to use the moniker in 1997. So, from ’93 to about 2006, ing with fellow musicians like promoters to create a cruise, Things got ugly when Rotella I was making electronic records Depeche Mode, White Zombie, Holy Ship!, and added events to trademarked it. There was also with Rick Rubin and working and Major Lazer. He’s credited his portfolio like Hard Australia, a recent controversy regarding with XL Recordings. Then 2006 for bringing artists/friends Hard Hawaii, Day of the Dead whether artists who play one comes around and basically no-

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body buys records anymore and Well, it’s just one stage of six. gotten to see the world and see staging to traffic management. no one buys electronic records You’re removing a lot of the what’s going on out there with They all report to him and they for sure. So I thought, well, seats. You’ve got that grass. But this music. But, purposely, as I have tons of meetings. But he’s maybe I’ll go back to what I did the key to the venue, the reason get closer to Hard Summer, I back kind of the boss of that area. originally, which was DJ. I mean, why it works for Hard Summer, it down. I’m here, I’m focused. I deejayed all the way through is that it has 100 acres of park, Has there been any update but started deejaying more seri- San Bernardino County Park, What are some of the newer regarding renewing the con- ously and started to do concerts next door. And it’s got grass aspects of the festival that you tract with Live Nation? again because maybe people will and a waterpark and camping. are dedicating time to? I think at this point, it’s still buy a ticket; they were definitely So there are five other areas I guess it’s mostly the produc- the same. It’s just crush the for stages adjacent to the amph. not buying the record. tion. Just making the experi- 10-year anniversary and then I started Hard on New Year’s ence better at the event. Trying see what happens next. Eve again because it was my How much camping will there be? to make things smoother to birthday. That first one I had I think we will probably have run. But a lot of that has to do What kind of contracts / deals Justice, Peaches, Steve Aoki, and 5,000 people camping, same with my team. I’m not in the would you have with vendors 2 Live Crew, and here we are, as last year. trenches, building the fences, such as food & bev or security? 10 years later, and it’s thriving. placing the stages. I have my I think it goes by show and Unlike most promoters, you’re team. I let them put their exper- it goes by venue. There really It’s a couple weeks before the not just a promoter. How much tise into it. But Hard has really are no long-term contracts. fest: what are you doing? What’s of your life is spent under the been solely focused on the mu- We have different people in the chores? What are your hours? rooftop of Hard Events? sic and just giving a little more different departments but they Right now, everything is just It’s all one thing. Being a to it. A little more comfort; a go and hire those vendors and planning straight-up for Hard concert promoter, for me, and few more amenities than just it’s always up for a discussion Summer, the 10-year anniver- being in a studio with artists the raging music all the time. about who we’re going to use. sary, and just getting all the who are playing my shows, We kind of have our preferred venue details right, set times, and deejaying at other festivals How many people are on your vendors but then venues have staging, what’s happening with with artists who are playing team? that as well. We don’t have any the artist. Things are always my shows all work together. There are only three people who real multiyear contracts but I’ve changing. We’re dealing with So, it’s all the same thing. I work in my office but, when the worked with some people since stuff like Mobb Deep and every- don’t really view it as, when I’m in festival’s going, there are hun- the beginning of Hard 10 years thing that happened with Prodigy. the studio, I’m not repping Hard dreds. Independent contractors. ago. I always try to take care of Just trying to put all the pieces as a concert promoter. I feel I’m Ford Englerth, director of the people who took care of me. of the puzzle together so when still doing A&R because I’m actu- production for Live Nation, the show happens it’s incredible. ally in the studios seeing what the was put on the job at the begin- What is an unnecessary artists are actually doing. Same ning in 2012. He was also head expense? What stuff do you What about the shift to thing when I’m deejaying at other of production at Live Nation toss in to add to the environ- Glen Helen Amphitheatre? festivals. What other promoter for the past umpteen years. ment at your own expense? A couple weeks ago, I guess, gets to go to all the other festivals He’s kind of starting his own We definitely have a swimming Live Nation decided it made and see who does well and who business now but he’s been pool. This year we’re going to more sense. The good news is doesn’t do well, who’s bringing in charge and he really rallies have a beach. Like I said, we that Live Nation operates that the crowd? It all just helps me all the people from security to have a waterpark in the camp- venue and it’s done a million become a complete package. shows there where it’s used And I think that when I’m the park adjacent as well. So promoting my shows, I think my main guy, Ford Englerth, the artists are having a better who’s been running the event time because I know what for pretty much the last five they’re looking for. years, is way more familiar with that location than the [Auto Club That being said, as a promoter, Speedway]. It may seem like, what is it that you’re doing oh, we’re shifting at the last outside of straightforward festival/cruise promotion? second but it’s a location they’ve done thousands of shows in. I DJ as Destructo. I go into studios and make music. I played You’ve been gradually, Vegas on Saturday. My next deliberately increasing atten- show is Red Rocks. I’ve played dance each year. How does from Jakarta to Paris to Perth to the amphitheatre play into it? Manchester to Ibiza to Tokyo. I’ve

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ing area. We have water fea- “Look out for Snoop’s debut You know, you and I had this reporting. I’m not sure. It’s a tures. I know it’s hot at that album” and they were saying conversation. You said none shocking revelation. time and my idea the past few how it was the most anticipated of the Top 100 tours had one years has been to get ‘em wet. rap record to ever come out. To person in it that was EDM. So, Could it be, also, that EDM Most people, when they come have them play that full album OK! Fuck all you guys! Come artists tend to be at clubs, there, they’re wearing a bath- is pretty major in my book. on man, let’s be lucky that, parties, swimming pools – ing suit and not much clothing. But we’ve got all the U.K. when we’re all together, we soft-ticket venues? We have these things you walk hip-hop with Skepta, JME, get these big numbers and it’s I’ve always looked at Hard through that, for lack of a better Ghetts, Dave, AJ Tracey, which about everyone. Let’s support Summer as a music festival term, are almost like a car wash we’ve never really had at Hard. each other and help each other. but it’s also a club and a party. for humans. Things like that. I’m looking forward to that. That’s always been my theory So, when you’re in a band, and But we have some amusement Plus the usual suspects – Snake, since Day One. You take one of you’re playing a concert, and rides and different food trucks. Justice – they’ve been there these guys, cool. You take two you report to Pollstar, you’re for me since the beginning so Kind of the standard fare for fes- of these guys, cool. But you take playing in a hard venue with it’s been 10 years now. A-Trak tivals. We don’t have, like, some 30 or 40 of them and you put it hard tickets and they’re coming as well. Same thing. 500-foot snake that breathes together and all of a sudden you to see you because you’re in fire and all that stuff. My vision have 30,000, 40,000 people Death Grips or fuckin’ Stone What about set times? Is it still for Hard is to always let the per- and, boom, as a unit we’re roll- Sour. You’re going to the venue a big hassle? former have the stage, not take ing! But then everybody fights to see Corey Taylor’s thing. away from that, and let them It’s always a big problem, amongst each other and it’s But when you’re coming to have a canvas to paint their own especially in electronic music, kind of unnecessary. I try to see me, you’re going to a club, painting. I think a lot of times but I fight the good fight. I think be the guy who can keep it all part of that is for the vodka fireworks and things like that can it’s always important to build together and I figure out ways sodas, there’s girls. It’s just not distract from the performance. things a certain way. I try to go to get everyone to play ball a straight concert. Maybe a lot on what I think is fair and what with everyone, somehow, and of those venues are clubs; they And that’s the feedback you get sells the event, and who I like everyone’s a little pissy but don’t report. I’m playing some from the artists? personally. Then it turns into a at the end of the day they get place that’s, like, a warehouse Yeah, it’s the feedback I get fight about who sells more tick- onstage and the show goes off that was converted into a who- from the artists and it’s been my ets. But there are a lot of acts and everyone’s happy. knows-what. Then people know own opinion from the beginning. that sell tickets that I don’t book they need to go there on a Fri- I felt like I never want to impose because I don’t think it fits what Neither night on Hard Summer day. And one Friday it’s me, one what I think on the show. That’s I do. I could just go alphabetical has Destructo as the headliner, Friday it’s Claude VonStroke, one why I’m booking my artists. but why are they fighting so so that’s leading by example. Friday it’s Boys Noize. Friday be- When I’m on the stage I’ll do hard? Why is every agent mak- Well, I’d never do that. Lead by comes the night for that sound. my thing but when I’m booking, ing my life a misery because example. I want to have a good I’ve never ever done a proper say, Dog Blood for example, I they want their act higher on show as a performer but, for “tour” tour. My brothers in Slip- trust Skrillex and Boys Noize the bill for Holy Ship or Hard? Hard especially, I feel it’s more knot, they get in the bus and 100 percent. They’re my broth- It’s because it’s important important for the other people they map it out. Like, how far ers and when they’re on stage and people look at our events, to shine. I’ll always get a “this can you drive to the next city I want them to have the stage and that’s how they figure out guy wants to be ahead of me.” with all this shit? I could play in what these artists are worth and do what they want to do. It’s all good. My goal is for the Hong Kong and then play in L.A. at other events. Certain artists I don’t want to influence other artists to shine. Always. the next day. Slipknot ain’t do- have offered to pay me money what they’re doing; I just want ing that! They have to slowboat to be in the No. 1 spot or to to enhance it. If they want to Speaking about no EDM acts on their shit. Or they have stages move above somebody, and do kabuki drops, I’ll make sure the Top 100 chart, any thoughts? in different continents. It’s a they’ll give me money back. I they’ve got the right roof. If whole different ballgame. don’t play that game but when I dunno. I assume that they they want to do less video and it happened to me I was, like, just do weekends, they don’t do more lighting, then we’ll tailor So let’s bounce over to Holy wow, this real estate is really weekdays. They don’t tour in the stage to that. Ship, where it began and where fucking important! I don’t look buses. They play a lot of shows it stands. at it so deeply as how it affects where the numbers aren’t re- Anybody you’re particularly billing at other festivals. But all ported. They play festivals. I I had gone on a cruise in 1997 looking forward to? these artists, that’s their whole don’t really know. I find it hard to from Miami to the Bahamas, Well, definitely Snoop. I’m a game because they can’t really believe but a lot of people aren’t with 400 techno freaks from huge Dr. Dre / Snoop Dogg / go into your system and say, touring. Calvin Harris isn’t tour- Germany. It was one of the best N.W.A fan. Going to high school “pull the history!” That’s my ing. Skrillex isn’t touring. Diplo’s times I’ve had in my life. I just in L.A., to have Snoop doing thing! “Pull the sales history! out there. I can’t imagine Diplo’s loved it so much and thought DoggieStyle? When The Chronic None of these fuckers are sell- not up there. Maybe he’s playing that if I could ever emulate this, came out it said on the back, ing tickets!” Vegas, playing places that aren’t I would.

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It really comes down to personal responsibility. There’s only so much we can do as concert pro- moters to prevent a Tic-Tac to come into an event of 80,000 to 100,000 people. People have to not put things in their bodies that they don’t know what it is. Then there’d be no problem. I think it’s sad and unfortunate but it’s not the music’s fault that’s doing this. It’s a much larger problem than just a music festival. I was just reading in the paper that there’s a professor at USC who was caught doing drugs with his students. It’s a societal problem; it’s not specific to a music festival. To me, as an art- ist, DJ and concert producer, I can’t solve the world’s drug prob- lems. It’s much bigger than us. It’s unfortunate but it’s the truth.

Also, a terrorist attack could It just so happened that Hard a joke that this was obviously The way that we’ve done it happen anywhere in public and got going and I thought, hey, not the boat we were going on. is we build a stage on the dock not just a concert in Manchester well, maybe I can try and do But once we did the cruise and then we crane it on. We – it could be a high school foot- a cruise. I partnered up with I was able to film it and show switched ships last year so it ball game or a shopping mall. the Bowery Presents guys and people what it was, and that’s was a little more challenging, Yeah, it’s a sad time we’re Cloud 9. They had done some when it took off. but we try to build our own living in. I’m very aware of my dabbling in cruises. stage on the main deck and surroundings and what’s going So, in 2012, I booked Fatboy In a closed environment like then utilize most of the stuff the on. I don’t know if it’s built into Slim, Skrillex, Diplo – I remem- this, are the artists comfortable? ship already has. But one stage me from doing events but when ber going to Skrillex and Diplo Yeah! That’s the beauty of the we usually build ourselves. I’m on a plane I’m looking at and before I could get past the whole thing. That’s what makes people, or at airports. It sucks. second sentence they were, it. We’ve gotten better boats Where does everything stand That’s the world we’re living in. like, “We’re in!” now where, if you’re an artist, with Pasquale Rotella? There’s these crazy people who We didn’t lose money, but you can get away but if you Maybe that’s a question to ask want to do bad things to inno- we didn’t make money. We kind want to get in the mix, you him. I think that’s the best thing cent people. It’s just horrible. of broke even but I marketed You could be surfing and get bit go get in the mix. You can have to say at this point. I’ve said it around the world. I took out by a shark. You could be walking your cake and eat it too. But it before and I’ll say it again: ads, little ones, in Berlin, South down the street and get hit by the whole point of going is to I don’t block artists from playing Korea, Seoul. Paris. It got two or lightning. Shit happens. It’s sad to mingle with the crowd. It’s fun his events. I would never do three people from each of those say but it’s not Ariana Grande’s and the fans are respectful. that. We’re all in the same places all to come together. A fault, it’s not Live Nation’s fault. They’re not there to bug you. company. I want to just push lot of people from Australia and It’s just some crazy motherfucker my agenda forward but that’s New Zealand, and when they got who did what he did. You just You have said that the focus more of a question for him. on the boat and saw what we need to try and do what you can to on the ship is the sound, not were doing, it just really took off. make things better and try to limit the lights and production. Regarding drug usage, I made a video. I asked Tommy damage if you can. But if some- ODs, etc., what will be done? Lee if he would come down to Yeah. Sound. Because you want body is going to come running What can be done? Marina Del Rey and do a spoof the sound to be perfect and into a crowded place with a back- in a boat with me, like we’re you’re on a cruise ship in the I was at every meeting for the pack full of explosives, there’s not on Holy Ship but we’re actually middle of the ocean. It’s already task force for large-scale events a lot you can do. on a row boat. And he did it. amazing. for the County of Los Angeles The world can’t stop because I don’t think people under- and pretty much all the recom- of crazy people. Concerts can’t stood what we were trying to do Are the stages built or do you mendations are things we’ve stop because somebody does because we were kind of making use what’s there? been doing for years and years. something stupid. Joe Reinartz 

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