We'll CUVR It

A CUVR Initiative Supporting Independent Creators

Everyone needs someone to believe in them.

This is our way of doing that.

CUVR was built to celebrate the visual side of music—and to create new opportunities for the artists, designers, and collaborators behind the albums we all love. As part of our mission, we’re setting aside a portion of our profits to support the next generation of independent creators through a quarterly give-back initiative we call We’ll CUVR It.

This isn’t a campaign—it’s a commitment.

Genre doesn’t matter. Hustle does.

We’re here to help hard-working artists and creative teams who are already doing the work—and just need a little backup. If that’s you, we want to see it. We’ll be reviewing your online presence, your professionalism, your work ethic, and your vision.

What We’ll CUVR

We fund creative projects that help artists grow and keep momentum—supporting key moments that often get delayed or skipped because of budget. This is about stepping in with meaningful financial support that moves your release, brand, or artistry forward.

We’ll CUVR things like:

  • Paying a visual designer to create your album cover artwork
  • Hiring the A-list musicians or vocalists you’ve always wanted to work with
  • Booking time at the studio you’ve dreamed of recording in
  • Hiring a producer or engineer to shape your sound
  • Professional mixing and mastering of your record
  • Paying a professional photographer for promo shoots or packaging visuals
  • Filming and editing a high-quality music video with a professional crew
  • Running targeted paid social and digital ad campaigns to promote your release
  • Developing your branding, visuals, or merch strategy with a creative team
  • Travel and registration for music conferences or industry events (SXSW, AmericanaFest, Country Radio Seminar, etc.)
  • Pressing a short run of vinyl to support your release
  • Printing promotional materials like posters, postcards, and cover art prints
  • Paying for radio promotion and playlist placement campaigns
  • Building out your release marketing with the help of a publicist or strategist
  • Renting creative spaces, camera gear, or studio equipment to get the project done

We also occasionally support Kickstarter campaigns and other crowdfunding efforts that align with our values jumping in when the timing is right—even if the budget isn’t.

In addition to direct funding, some recipients may be offered product donations in the form of CUVR lighted covers, which they can sell directly to fans. To be eligible, applicants must have their own online store and a clear sales strategy.

We also reserve a portion of this fund to support:

  • Music events, festivals, and showcases that elevate independent artists
  • Charitable events or music-focused nonprofits
  • Creators or causes aligned with CUVR’s mission

Whether direct or behind the scenes, every dollar is aimed at helping artists thrive.

Funds for the program are set aside each quarter based on our profitability projections. It’s not unlimited, but we do everything we can to maximize the number of artists we support.

How It Works

We open applications once per quarter and review every submission through a structured, transparent process. You’ll be asked to select up to two project categories where you need support. Tell us what you’re working on, what you need, and how you’ll use the funds. If one of your asks is too large for our current budget, your second request might be a better fit.

This isn’t a handout—it’s a partnership. We want to work with artists who are already putting in the work. Our panel will review your website, streaming platforms, socials, and how you’re showing up for yourself and your music. We want to see that you’ve built a strong foundation, and that you’re treating your creative work like a business.

Incomplete submissions will not be considered. If you don’t follow the instructions or leave out key information, your application won’t move forward.

What We Look For

We’re not here to pick favorites based on genre or clout. We care about:

  • Work ethic – Show us that you’re serious.
  • Follow-through – Be professional, respectful, and organized.
  • Digital presence – Your online presence matters. Make it count.
  • Growth mindset – You don’t need to have it all figured out—but show us you’re learning, experimenting, and improving.
  • Clear vision – Tell us where you’re headed and how this support fits into your broader goals.

We’re looking for good humans doing good work—people we’d be proud to champion and collaborate with.

The Application

Everyone who applies will need to:

  • Submit a clear project budget or quote if requesting professional services (e.g., studio time, video crew, creative team, etc.)
  • Upload a short video pitch (can be recorded on your phone) explaining who you are, what you’re building, and how our support would help
  • Select two areas where support would make the biggest difference
  • Share your website, streaming links, social handles, and any key past work
  • Commit to completing the full submission—incomplete entries won’t be reviewed

A Note on Giving Back

Everyone needs someone to believe in them. This is our way of doing that. But we also believe in paying it forward.

If this program helps you take the next step, we hope you’ll help the next artist behind you. That might mean sharing knowledge, offering encouragement, or even donating back into the We’ll CUVR It fund.

If you’re not an artist but you love what we’re doing, you can contribute too. Reach out—we’re happy to talk about ways you or your organization can fund future creators through this program.

We believe in community over competition. Let’s build something lasting together.

Launching Q3 2026

Want to be notified when applications open?

[FORM SUBMISSION]