Los Angeles’ HARD Events has launched a new event sub-brand, HARD Selects.
The new subsidiary of the powerhouse West Coast dance music brand behind HARD Summer Music Festival will give life to various dancefloor experiences, pop-ups, and festival stages that “spotlight the diverse global underground music community while paying homage to and celebrating the Los Angeles scene’s DIY ethos, aesthetic, culture and selectors,” according to a press release.
In pursuit of this mission, HARD will team up with key promoters from the Los Angeles underground in the coming weeks to produce a new series of HARD Selects showcase events that the brand says will celebrate “shapeshifting sounds plucked from the global scene.”
First up in the series is DJ HEARTSTRING’s high-octane Teenage Dreams party. The beloved Berlin duo will bring their speedy Eurodance sound to Los Angeles on November 9, alongside performances from fellow Berlin-based house and techno stalwarts Boys Noize, Malugi, and Patrick Mason, Australian-based up-and-comers AK SPORTS and Skin On Skin, and more.
Produced in collaboration with local promoters Stranger Than, Tunnel, and Lights Down Low, the show will launch a string of HARD Selects events from September to November at the SUPER-MRKT, a new pop-up venue helmed by Stranger Than that sits on the site of a former grocery store.
HARD Selects’ initial launch will also be showcased across a series of hosted DJ set livestreams in partnership with burgeoning Los Angeles dance music media outlet Goyo Club.
In late September, the new HARD sub-brand will take over Goyo’s Electric Cleaners mix series, which is streamed from a family-owned laundromat in Koreatown. The takeover will feature performances from respected local acts such as Bianca Oblivion B2B Star Eyes, Trax Unit, and Etari.
Fans can sign up for SMS alerts here to be the first to hear about new shows, lineups, and more from HARD Selects.
SMS Subscribers will also gain access to the pre-sale for DJ Heartstring presents Teenage Dreams on Thursday, September 19 at 11AM PT. General on-sale will follow on the same date at 12PM PT. For more information, visit hardfest.com.
Featured image from HARD Events.
