In a surprising yet fitting move, Dyson has unveiled London-based singer-songwriter Raye as its latest global ambassador, marking the brand’s expanding presence in the audio market. Known for its cutting-edge technology, Dyson is turning its focus to its newest innovation, the OnTrac headphones, with Raye leading the charge in showcasing how this advanced audio tech can enhance the creative process.

In a statement, Dyson emphasized that the partnership aims to “highlight Raye’s visionary artistry” while also demonstrating how their audio technology aids in bringing her creative ideas to life. As an artist known for her emotive and evocative music, Raye seems a natural fit to embody Dyson’s push into the audio realm, where technology meets artistry.

Raye, a South London native, has been captivating audiences since she first emerged in 2014 at the age of 17. Over the years, she’s garnered international recognition and praise, including six BRIT Award nominations. Her breakout 2022 single “Escapism,” featuring New Jersey rapper 070 Shake, catapulted her into the U.S. music scene, landing at number 22 on the Billboard Hot 100. Her 2023 debut album, My 21st Century Blues, was met with critical acclaim, further solidifying her status as a rising global star. Recently, she opened for Taylor Swift during The Eras Tour in London and co-wrote Beyoncé’s track “Riiverdance” from her country-inspired album Cowboy Carter.

Dyson’s collaboration with Raye is being introduced with an evocative campaign film directed by South African filmmaker Zee Ntuli. The film presents a visually striking and introspective scene where Raye, adorned with Dyson’s OnTrac headphones, sits alone, surrounded by blooming wildflowers that materialize and fade in sync with her creative process. Ntuli captures the essence of Raye’s artistry, stating, “With Raye, it’s never just about the music – it’s about feeling.”

The film aims to visualize the powerful connection between music and inspiration. As Ntuli explains, “We wanted to show that when she’s in her world, everything is amplified. The headphones allow her to immerse herself in that space. We wanted to capture that moment when inspiration hits – when the world around you fades, and it’s just you and your growing idea.”

With Raye leading Dyson’s venture into the audio space, the collaboration promises to amplify both her artistry and the brand’s technological prowess, creating a blend of creativity and innovation that highlights the future of sound and style.