The iconic Barcelona festival has teamed up with automotive brand CUPRA in a united effort to explore new ways of experiencing music.

Speak to anyone who’s been to Primavera Sound, and you’ll probably hear the festival praised as iconic, unforgettable, the best festival out there. Held at Barcelona’s open-air Parc del Fòrum, the vibrancy of the city runs through the atmosphere of the event, with the summer heat only intensifying the energy of the crowd. With most performances starting later in the day, there’s time to make the most of the city and for festival-goers to immerse themselves in the culture of Barcelona. Happening over two weekends in June, attendees can opt into tickets for either or both — with extra time in-between to catch more performances and explore the local area.

Joining Primavera Sound’s mission for greatness is event partner CUPRA. Teaming up for the next three years, the partnership feels fitting — beginning at a pivotal moment for both the festival and automotive brand.

For CUPRA, the news aligns with the unveiling of the CUPRA Born — a new 100% electric model designed to represent the impulse of a new era in the electric market. Drawing inspiration from the city of Barcelona itself and its innovative outlook, it’s a model that looks to the future. For Primavera Sound, this iteration of the festival and new partnership marks a triumphant return to live events with fresh energy and increased capacity.

Weekend 1, taking place from 2nd-4th June, will host performances from the likes of Massive Attack, Tame Impala, The Strokes, Gorillaz, Jorja Smith and Tyler, the Creator. Weekend 2 kicks off on 9th June, led by headliners including Dua Lipa, Lorde, and Megan Thee Stallion. From Playboi Carti to Bicep, Pinkpantheress to Celeste, there’s something for every taste and genre throughout the weekend.

“CUPRA is an unconventional challenger brand that inspires the world from Barcelona with progressive cars and experiences,” comments CUPRA President Wayne Griffiths. “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.”

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

As excitement builds for the opportunity to see live music again, Primavera Sound and CUPRA are working to push that experience to the limit — whether that’s an elite level lineup, an exhilarating atmosphere, or on-site perks — curating a personal and emotive experience for everyone. Below, watch the brands’ teaser artist lineup teaser video, featuring María José Llergo — one of the confirmed artists — as well as the slick new CUPRA Born.

Get tickets here.

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