RAYE and Lime partner for London music promotion

British singer-songwriter RAYE has partnered with Lime to promote her new single, ‘Joy’, through a unique collaboration in London. From September 7 to September 13, 500 selected Lime e-bikes across the capital will play a clip of the track instead of the standard unlock jingle when riders unlock them.

The collaboration follows viral social media clips of RAYE and her sisters, Amma and Absolutely, using Lime bikes while filming the music video for ‘Joy’. The music video features the trio traveling through London, a connection that prompted the partnership. This marks the first time an artist has taken over the Lime unlock sound to release new music.