(57) Electrostatic liquid spray coating apparatus in- cluding a frusto-conical rotary atomizing cup of insulative material driven by an air turbine, is provided with a ring-shaped semiconductive charging electrode embedded in the inner surface thereof for contact charging liquid coating material supplied to the rear of the cup as it flows forwardly and outwardly over the rotating cup interior and contacts the electrode prior to atomization at the forward edge of the cup. A generally cylindrical insulative support oody, housing a turbine and its associated air bearing and cup drive shaft, has a reduced diameter intermediate section which provides an annular cavity in which are located liquid coating and solvent valves for controlling the flow of liquid coating and solvent to the cup. The support body is mounted to a rear bracket by several parallel spaced apart insulative columns, one of which is hollow to accommodate a high voltage insulated cable for energizing the charging electrode in the cup via a stationary conductor which terminates in closely spaced proximity to a semiconductive ring on the cup exterior which is electrically connected to the ring-shaped charging electrode on the cup interior via a series of semiconductive pins extending through the wall of the cup between the ring-shaped conductor and charging electrode. A dump valve is mounted on the bracket between the columns. Secured to the forward portion of the support body of an alternate embodiment is a cap having a generally convex contoured outer face into which the rotary atomizer cup is at least partially recessed. The aerodynamic shape of the contour helps to avoid eddys which would tend to draw the spray pattern back toward the apparatus. A ring of jets surrounding the cup provide a projecting and shaping air flow while a repulsion ring embedded in the contoured face helps to further avoid buildup of coating material on the apparatus.