What is CUPRA Music
CUPRA is here to spotlight the sound of a new generation – artists who push boundaries, defy conventions and explore uncharted sound territories.
CUPRA Music is the sonic expression of a brand that challenges the status quo.
More than a campaign or one-off collaboration, it's a bold global ecosystem that unites all our actions in the music space under one emotional, performance-driven and culturally resonant identity.
From CUPRA Pulse, our signature stage at iconic festivals like Primavera Sound, to more intimate Pulse Sessions hosted at City Garages around the world, every activation is crafted to emotionally connect with a generation that defines itself through music.
But what truly amplifies this global presence is our strategic media partnership with Amazon. Through this collaboration, CUPRA becomes a music media brand — hosting a dedicated CUPRA Music Hub on Amazon, enriched with full DJ sets, artist interviews, custom playlists, live-streamed concerts via Amazon Prime Video and Twitch, and editorial content co-produced during festivals. This partnership is currently active in France, Spain, Italy, Germany, and the UK, unlocks 24/7 access to the CUPRA Music universe — bringing the vibe of every set and every beat to millions of users worldwide.
Our presence kicked off with impact at Primavera Sound 2025, where CUPRA curated a full program featuring:
· Daily DJ Sets streamed from the CUPRA Pulse stage.
· "Beyond the Pulse" interviews with top-tier artists broadcast from the Amazon Studio.
· Exclusive backstage content and WOW moments streamed live.
CUPRA Music celebrates artists who reflect our rebellious DNA — those who break genres, bend rules and redefine the sound of tomorrow.
And the journey doesn’t end at the stage. Through our YouTube, fans can relive the best moments and DJ sets on-demand.
The key?
Authenticity, rebellion, and an evolving ecosystem that merges the physical and digital, the local and the global. CUPRA Music isn’t just something you hear — it’s something you feel, share, and move to.