 The song became Rihanna 's thirteenth top ten hit on the US Billboard Hot 100 , matching Beyoncé as the female artist with the most US top ten songs since 2000 . It was certified platinum by the Recording Industry Association of America . An accompanying music video , directed by Melina Matsoukas , was filmed in Los Angeles in December 2009 . In the video , Rihanna commands an army while clothed in stylized military costumes . Critics praised the video and noted a difference from her previous clips . After the video premiere , the song charted in Canada , New Zealand and the United Kingdom . Rihanna performed " Hard " at Jay @-@ Z 's concert at UCLA Pauley Pavilion and at the 2009 American Music Awards . The song was also included on the set lists of the Last Girl on Earth Tour ( 2010 – 11 ) and the Loud Tour ( 2011 ) . 
