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HARD Events Introduces New Sub-Brand, HARD Selects, Focused on Underground Sounds
HARD Events has long been a key player in shaping the North American dance music scene, known for blending genres and curating diverse lineups. Now, they’re taking it a step further with the launch of a new sub-brand, HARD Selects, which shines a spotlight on the global underground music community. This new initiative aims to celebrate the rich cultural diversity of the Los Angeles underground while embracing the city’s distinctive DIY ethos and creative spirit.
For years, Los Angeles has been an underappreciated hub for underground culture, often overlooked in favor of more mainstream scenes. Many of the city’s most innovative artists have thrived in DIY spaces, away from the commercial spotlight. HARD Selects looks to change that by creating authentic dancefloor experiences, pop-up events, and festival stages that reflect not only the global underground music landscape but also the local talent shaping LA’s vibrant scene.
The creation of HARD Selects is a natural extension of HARD Events’ recent bookings and curations, which have brought underground talent to the forefront. This includes collaborations with artists like Interplanetary Criminal, INVT, DJ Heartstring, Overmono, JYOTY, Panteros666, Bianca Oblivion, AK Sports, and Boys Noize, showcasing a deep commitment to elevating both global and local underground talent. The sub-brand will continue this mission, offering a platform for sounds from across the world, all while rooted in LA’s underground culture.
The first HARD Selects event will be Teenage Dreams, a high-energy party helmed by DJ Heartstring, known for their fusion of trance and club sounds. Taking place on November 9, this event is set to feature an impressive lineup that blends international underground stars with local LA talent. Performers include Boys Noize, AK Sports, Malugi, Patrick Mason, and Skin on Skin, along with LA-based artists like Etari, Oscar Osorio, and OZA.
The venue, The SUPER-MRKT, is a newly repurposed space in Los Angeles, transformed from a former grocery store into a hub for eclectic dance music events. In partnership with Stranger Than, Tunnel, and Lights Down Low, the venue will host a series of shows from September to November, making it a new focal point for the city’s underground scene.
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