Sugar Play is an audiovisual production company founded within the Sugar Group, a historic Italian publishing and record label active since 1932. Sugar Play creates and develops films, series, documentaries, and podcasts inspired by music and its stories.

Rooted in contemporary themes and languages, Sugar Play brings to life a space where music and cinema merge into hybrid and original creations. It showcases young talents beyond the traditional cinematic landscape, with the aim of shedding light on stories that have often remained on the margins of the music universe.