Esteemed SoCal rave promoters HARD have really committed to their comedic promotional tactics this year, as evidenced by the camping trailer for this year’s edition of HARD Summer. They first hinted at their “#RIPTHEINTERNET” theme before revealing the event’s official 2016 trailer, and the latest upload to their YouTube account extends the gimmick even further.
As a nod to the fact that 2016 marks the first edition of HARD Summer to offer camping as an option for festival goers, the video portrays a haphazard “survival lesson” with Dillon Francis that chronicles the EDM class clown’s descent into madness. HARD founder Gary Richards himself also makes a cameo during a surprise plot twist at the end.
Last year’s edition of HARD Summer was mired in controversy due to the untimely deaths of two attendees, putting SoCal electronic music events under the magnifying glass of lawmakers as a result. HARD’s promotional strategy is likely intended in part to change the conversation now that almost a year has passed.
HARD Summer takes place on July 30th and 31st at the Auto Club Speedway in Fontana, California. Tickets for the festival as well as camping passes can be purchased on the event website.