HARD Summer is going down this weekend for the first time since the departure of “HARD Father” Gary Richards, aka Destructo. Although it has technically become more corporate, the event boasts a stacked lineup and attendance is expected to be good.

However, Destructo won’t let that stop him. Under the new brand All My Friends, founded out of his new position as President of LiveStyle, Destructo is leading his own festival in downtown Los Angeles and festival cruise along with it. This is all the more apparent in his airplane advertisement targeted at HARD Summer attendees. Check it out below.