HARD Summer DJs get in touch with their feminine sides for new trailer
This year Gary Richards and company poured an enormous amount of effort into curating an impeccable lineup for HARD Summer‘s 10 year anniversary. Crafted to perfection from the headliners down, the lineup was built methodically and thoughtfully, though the primary intention this year was to spotlight the badass women pushing the current electronic music zeitgeist forward. In the official trailer, fictional booking agent sleaze, Harvey, may have had the right intention, but his execution falls hilariously flat. In hindsight, maybe making a fake DJ girl band wasn’t the right way of going about this? Perhaps trying to get DJ Snake to be the frontman, er… frontwoman of your fake girl band wasn’t the greatest idea either, Harvey. That said though, Claude VonStroke in light drag is an absolute delight. More of that please.
HARD has a long, illustrious history of making phenomenal trailers for their flagship summer festival. This year, the events promoter may be taking a thinly-veiled jab at other festivals who’s lineups feature an overwhelmingly male presence, though it’s all in good fun. In the new teaser, greasy booking agent Harvey is tasked by Richards to get more women on the HARD Summer lineup. Instead of roping in Cray, Charli XCX, and Anna Lunoe, Harvey (the former trouble-making mustache from DOTD 2015’s teaser), slaps a pair of fake breasts onto Party Favor and tries to make his fictional female DJ group GRL PWR work.
Agata Alexander, the video’s director and close HARD collaborator, explains her desire to address an important issue within the current festival space in her latest project. Discussing the intent behind the concept, Agata elaborates,
“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. 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.”
The day is ultimately saved by Richards and his squad of female mixing mavens. The heroines of dance floor hedonism are more than well represented at HARD’s 10 year anniversary, and all joking aside, the likes of Nancy Whang, Kittens, Ellen Allien, Nina Las Vegas, Kim Ann Foxman and many more make this lineup one of the most enticing billings of the entire summer circuit.