• CUPRA returns to host music’s biggest names at Primavera Sound Barcelona (1-3 June)
• The challenger brand also brings its exponential impulse to first-ever Primavera Sound Madrid (8-10 June)
• Bringing the experience to fans across the globe, Primavera on the Decks is launching exclusively in Metahype, CUPRA’s space in the Metaverse
• The ongoing collaboration is born out of CUPRA’s commitment and passion for music

Continuing its mission to inspire the world from Barcelona, CUPRA has reunited with Europe’s leading festival, Primavera Sound, to host the CUPRA and Boiler Room x CUPRA stages for the second year running, as well as launching a brand-new virtual DJ experience in Metahype for music-lovers across the globe. 

The festival will take place from 1 - 3 June in Barcelona’s Parc del Fòrum and for the first-ever time in Madrid, from 8–10 June in the Ciudad del Rock in Arganda del Rey, with the two locations sharing a line-up.

Following the launch of Metahype – CUPRA’s space in the Metaverse – earlier this year, Primavera Sound is one of the first brands to join users this summer with Primavera on the Decks.

Located in Metahype’s Primavera Sound district, Hypers can practice their DJ skills in a virtual club, unlocking up to four levels as they play.

Born a challenger brand with the desire to create emotional experiences on and off the road, CUPRA’s presence at Primavera reinforces its commitment to music following its recent collaboration with Barcelona singer-songwriter ROSALÍA on a remake of the hit track ‘Abcdefg’.

Sven Schuwirth, COO of CUPRA, said: “We are reinforcing our commitment with Barcelona’s iconic festival, inspiring the world from a city we love. This year’s concept at Primavera Sound is ‘I’ll be your mirror’, a declaration that music lovers can find themselves in the festival’s diverse line up of talent, echoing CUPRA’s mission to mirror the next generation's desires both in the real and the digital worlds.”

Artists performing at the CUPRA stage in both Barcelona and Madrid include Caroline Polacheck, Maggie Rogers, Loyle Carner, Perfume, Folamour, Bad Religion, VTSS, DJ COCO and more. Mura Masa, 99Ginger, and LustSickPuppy, are just a few of the DJs playing at the Boiler Room x CUPRA stage, which will also be live streamed through Boiler Room, one of the world’s largest electronic music streaming platforms.

CUPRA, Primavera Sound, and Boiler Room share the same values: to inspire a new generation and challenge the status quo. The continued collaboration in 2023 will create more unique and emotional experiences, cementing CUPRA’s commitment to music.

CUPRA HQ Communications

Arnaud Hacault
Head of Product Communications
T / +34 659 134 804
arnaud.hacault@seat.es

Andrea Santos
Product Communications
T / +34 689 560 095
andrea.santosmartorell@seat.es