Press release
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may 13, 2021 - Cupra
CUPRA and Primavera Sound join forces and will closely collaborate to inspire the world from Barcelona
- The #automotive brand and the music #festival sign a #partnership agreement for the next three years
- CUPRA and #PrimaveraSound begin a new era for the #festival, which will increase its capacity in 2022 in its most ambitious edition ever
- The two brands will reveal the festival’s artist line-up on May 25th powered by the #cupra Born, the brand’s first 100% electric model
CUPRA and #PrimaveraSound are kicking off a new era together to inspire the world from #barcelona. The #automotive brand and the music #festival will closely collaborate for the next three years to explore new ways of experiencing music. Ahead of the next edition of #PrimaveraSound in 2022, the two brands have unveiled a teaser of the artist line up powered by the #cupra Born, the brand’s first 100% electric model, which will also make its world premiere this month.
CUPRA and #PrimaveraSound begin their collaboration at a key moment for both brands. 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. At the same time, #PrimaveraSound will return in 2022 in what will be its most ambitious event ever.
CUPRA President Wayne Griffiths said: “CUPRA is an unconventional challenger brand that inspires the world from #barcelona with progressive cars and experiences. #PrimaveraSound 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 and the beginning of a long-term #partnership with #PrimaveraSound.”
Alfonzo Lanza, co-Director of #PrimaveraSound, explained: “It is a privilege for #PrimaveraSound 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.”
Two brands, a new era
CUPRA and #PrimaveraSound 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.
After more than a year without being able to enjoy live music, #cupra and #PrimaveraSound 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 #PrimaveraSound 2022 will be announced on Tuesday 25 May powered by the #cupra Born.
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