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.
RAYE is taking over London’s streets with Lime
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 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 MAY CONTAIN 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 ʻJoy’, 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…”
Turning a viral moment into a cultural collaboration
The collaboration between RAYE and Lime is a great example of how brands can harness culture, community, and creativity to create marketing that feels genuinely relevant. Rather than beginning with a traditional sponsorship deal, the collaboration was sparked by organic social content, after clips of RAYE riding and filming on Lime bikes gained traction across TikTok and Instagram. By responding quickly to an existing cultural moment, Lime transformed authentic audience engagement into a partnership that feels natural rather than manufactured.
The campaign also shows an innovative approach to audio branding. By incorporating the sound into the campaign, Lime blurred the lines between product functionality, music, and marketing, creating a memorable touchpoint that unexpectedly reinforces brand recognition.
Perhaps most importantly, the collaboration is really rooted in London culture. It brings two cultural significant together: RAYE is one of the city’s popular singers, while Lime has become a part of everyday life across the capital. Backed by data showing that 75% of Londoners aged 18 to 35 see cycling as a core part of the city’s identity, the campaign taps into a genuine, shared experience. The result is a collaboration that feels culturally credible, locally relevant, and uniquely London.
