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HARD Events Founder Gary Richards Announces New L.A. Festival
Business has been good for Gary Richards in 2018. Since parting ways with LiveNation – as well as his brainchild production company HARD Events, of which LN owns a controlling share – in Sept. 2017 to take over as President of North American events for LiveStyle, he has acted quickly to establish his new flagship events brand "All My Friends." First up: a new summer music festival set to take place in downtown Los Angeles.
Richards has been expertly teasing the rollout for the AMF brand with a series of activations and smaller events, first teeing up the inaugural voyage of Friend Ship cruise festival – which has already sold out almost a year before the event dates – then hosting a marathon day party during Miami Music Week under the "All My Friends" banner that kicked off at 5 a.m. and ran until midafternoon.
The dance festival czar's latest project will continue to expand his LiveStyle footprint with All My Friends Festival Los Angeles, set to take place in the large outdoor venue ROW LA (which L.A. natives might recognize as the home of the Smorgasburg weekly farmer's market).
The two-day event's official lineup is still forthcoming, but the press release announcing the new venture promises three stages packed with futurebass, R&B and top tier hip-hop acts.
All My Friends Festival Los Angeles will take place Aug. 18 – 19. Early-bird presale tickets will go on-sale on Apr. 12 at 9 a.m. Pacific.