Over the past half decade, one of the most pressing social issues in booths an on dancefloors around the world has been gender inequality and continued struggle of female DJs to find even footing in dance music. Festival and club lineups are skewed heavily, heavily male, while the dancefloors they perform for are a far more even representation of genders.

People from all over the music world have come out with initiatives, thinkpieces, coalitions, events, festivals, you name it, everything under the sun to give a little more love to women in the music scene and address the issue, but it has, undoubtedly, been a tough egg to crack.

Well, folks, HARD Events may have just single-handedly resolved the issue of gender inequality in dance music with their promo video for HARD Summer. And how did they do it, you ask? Well, they put fake tits on a bunch of DJs, of course...

We're not exactly sure what the point is here, but boy, do they make it effusively! Agata Alexander, the auteur wunderkind behind all of HARD's promo videos in recent years and an undoubted talent, even had this to say: "There was no way I could do a trailer for this years' HARD SUMMER without touching on something meaningful." Wait, this video has meaning? All we saw was bad jokes and a very misguided attempt at addressing a very real issue.

Alexander goes on: "I decided that I wanted powerful male artists to do something crazy to make a point. It's important for men to step forward and support women as loud as they can. We need that. Whenever a female voices her opinion about stuff like this, everyone points at her and says 'she is a bit too much, perhaps one of those 'crazy feminists... definitely not getting laid.' I didn't want to expose the female artists to this type of stuff in comment sections. I figured let's turn the table and put the men through the ringer. It catches your attention as the absurdity of the situation becomes more clear and it's important that the fans of these men look at the video and hopefully understand what's wrong with our world."

The whole thing is a little mind-boggling. How does five dudes hamming it up with fake tits pasted onto their chests help the cause of gender equality? There are actual women in this video, you just may not have noticed them, because they show up in the last five seconds and don't say anything. They are reduced to props in the video that is supposedly about them, while a disembodied body part, a pair of tits, come to represent women entirely. Somehow, by watching these DJs--What So Not (AKA Back-up Flume), Party Favor (AKA Back-up Diplo), Claude Vonstroke (AKA Back-up Dude You're Standing on My Foot) and Some Other Guy--feel awkward about having their tits exposed is somehow supposed to make the viewer understand what it's like to be a woman? 

The excercise is clueless, and although it seems Alexander's intentions may have been positive, the whole thing panders to the super dude-y, hypermasculine, male gaze. If HARD actually understood what gender equality meant, females would have been presented on even footing as men and celebrated for their talent and personalities, rather than reduced to a body part and lampooned. Unfortunately. this video exacerbates the very problem it's trying to battle.