en:Our DNA:CUPRA Experience :Primavera Sound IE/EN

CUPRA joins forces with one of Europe’s leading festivals: Primavera Sound.

CUPRA and Primavera Sound are kicking off a new era together to inspire the world from Barcelona. The automotive brand and the music festival are teaming up for the next three years to explore new ways of experiencing music. Ahead of the next edition of Primavera Sound in 2022, the two brands have unveiled the artist line up teaser video featuring Maria Jose Llergo, one of the confirmed artists of next year’s festival, as well as the CUPRA Born, the brand’s first 100% electric model, which will also make its world premiere this month.

CUPRA and Primavera Sound begin their collaboration at a key moment for both brands. On the one hand, the automotive firm is about to present the CUPRA Born, its new model which is set to be the impulse of a new era in the electric market thanks to its stimulating design, inspired by the city of Barcelona, and its contemporary performance. On the other, Primavera Sound will return in 2022 and increase its capacity in what will be its most ambitious event ever.

“CUPRA is an unconventional challenger brand that inspires the world from Barcelona with progressive cars and experiences. Primavera Sound has become the city’s most iconic festival with a global reach. This collaboration is a unique opportunity to inspire the world together and explore new ways of experiencing music, while increasing the global awareness of both brands. This is just the first step for CUPRA in the world of music, as we will soon be announcing new projects together with Primavera Sound.” said CUPRA President Wayne Griffiths.

"This collaboration is a unique opportunity to inspire the world together and explore new ways of experiencing music"

Two brands, a new era

CUPRA and Primavera Sound begin their collaboration with a view to the festival’s next edition in 2022. Its long-awaited 20th anniversary is set to become the world’s urban festival of reference and the largest open-air cultural event in southern Europe. The partnership between CUPRA and the festival, which will run for the next three years, shows the automotive firm’s support to one of the greatest annual highlights of the music industry.

“It is a privilege for Primavera Sound finding in CUPRA an ally who perfectly understands both the identity and the aspirations of the festival. Together we can face this new and ambitious growth stage and make the festival a benchmark for the whole planet from our city, Barcelona.” explained Alfonso Lanza, co-Director of Primavera Sound.

After more than a year without being able to enjoy live music, CUPRA and Primavera Sound aim to create new musical experiences that will generate emotions for the fans. Beyond the presence that CUPRA will have at the festival, the two brands are working on new projects to take the musical experience further, allowing music lovers from all over the world to  experience it in a different way.

The line-up of artists participating in Primavera Sound Barcelona 2022 will be announced on Tuesday 25 May featuring the CUPRA Born, which will also make its world premiere this month.