RAYE brings “Joy” to the streets of London with Lime

How Lime and RAYE turned audio branding into a London takeover

Londoners could find their next Lime ride comes with an unexpected soundtrack this week, as 500 bikes swap Lime’s familiar unlock jingle for a clip of RAYE’s new single, “Joy” for a limited time only.

From Monday, September 7th to Friday, September 13th, selected bikes across the capital will play the track when riders unlock them, bringing a little “Joy” to commutes, meet-ups and journeys around the city.

The new sound was launched to support the release of RAYE’s new single “Joy” and its music video – out today – which features RAYE and her sisters, Amma and Absolutely, riding Lime bikes across London. It comes after clips of the trio riding Lime bikes while filming went viral on TikTok and Instagram last month.

The new collaboration brings together two iconic staples of modern London life and culture. Born in Tooting, RAYE has become one=of the UK’s biggest music stars this year following her hugely successful second album, “THIS MUSIC MAYCONTAIN HOPE” which hit No. 1 in the UK.

Meanwhile, Lime has become a core part of London life since launching in the capital in 2018. Lime research shows that three-quarters (75%) of 18–35-year-olds now see cycling as part of London’s identity, while two-thirds (67%) say it makes the capital a more liveable city.

Lime bikes also get another nod in RAYE’s track “South London Lover Boy”, where she warns of a “strange creature” living “deep in the heart of the South London concrete jungle”: the “South London lover boy” who will “Lime bike to your doorstep”.

Ellie Bird, Senior Manager, Communications & Brand, at Lime said: “This is the first time an artist has taken over the iconic Lime unlock sound to release new music, and we’re unbelievably excited that it’s RAYE.

“RAYE and Lime have both become synonymous with London culture, and we loved seeing the cheeky nod to Lime in her music video. It made this collaboration to support her new single a total no brainer.

“The sound of a Lime bike unlocking is part of London’s city soundtrack. By swapping our familiar unlock jingle for a snippet of ‘Joy’, we’re giving riders a little surprise as they hop on a Lime and set off across the capital. Keep an ear out for the bikes…”

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