Cup product on Hochschild cohomology of a family of quiver algebras

Let k be a field, q in k. We derive a cup product formula on the Hochschild cohomology ring of a family Lambda_q of quiver algebras. Using this formula, we determine a subalgebra of k[x,y] isomorphic to Hochschild cohomology modulo N, where N is the ideal generated by homogeneous nilpotent elements. We explicitly construct non-nilpotent Hochschild cocycles which cannot be generated by lower homological degree elements, thus disproving the Snashall-Solberg finite generation conjecture.