Dyson Announces Raye as its Latest Global Ambassador

As a long-time gamer and music enthusiast, I must say that Dyson’s latest partnership with Raye is a game-changer! The British brand has always been synonymous with innovation, but venturing into the audio market with OnTrac headphones and collaborating with a talented artist like Raye takes it to a whole new level.

Dyson has chosen London-based artist Raye as their new global ambassador. This partnership might seem unconventional yet fitting, considering Dyson’s recent focus on entering the audio market with its new OnTrac headphones. As stated by Dyson, this collaboration aims to emphasize Raye’s innovative creativity and demonstrate how Dyson’s audio technology can elevate the creative process.

Ever since making a splash in the music industry at age 17 back in 2014, Raye – the talented songstress hailing from south London and a six-time BRIT Award winner – has gained fans globally and won accolades from music critics. Her 2022 single “Escapism”, teaming up with New Jersey rapper 070 Shake, helped her break into the US market, reaching number 22 on the Billboard Hot 100. Her debut album, “My 21st Century Blues”, released in 2023, received widespread praise from critics. Most recently, Raye had the opportunity to open for Taylor Swift during the London leg of The Eras Tour at Wembley Stadium and collaborated with Beyoncé on the song “Riiverdance” from her country album “Cowboy Carter”.

Raye’s latest collaboration with Dyson debuts in conjunction with a campaign movie helmed by South African director Zee Ntuli. The film, titled ‘An Ethereal Soliloquy’, portrays Raye in deep contemplation, seated alone with crossed legs and closed eyes while donning Dyson’s OnTrac headphones. The scene is bathed in a brooding ambiance, with wildflowers magically appearing and vanishing around her, visualizing the music she is listening to and her creative inspiration. As Ntuli explains, “With Raye, it’s not just about the music – it’s about emotion.

Our aim was to convey the sensation that when she’s immersed in her creative zone, everything becomes intensified. The headphones serve as her portal into this realm. We sought to express the thrill of inspiration striking – that instant when all else seems to vanish, leaving only you and the idea, swelling ever louder within your mind.

To some extent, it seems quite progressive for a company primarily recognized for producing vacuums. Yet, upon reflection, one might say that Dyson has consistently been at the cutting edge with its products; maybe their marketing strategies have merely followed suit. After all, since Dyson is venturing into music, maybe the unconventional moves are precisely what we should anticipate from them.

Earlier this summer, Dyson unveiled their latest venture into personal audio – the OnTrac headphones. These headphones boast eight built-in microphones that capture sound around the user at a rate of 384,000 times per second to effectively reduce up to 40dB of unnecessary noise. The OnTrac also comes with one of the best battery capacities in the industry, offering users approximately 55 hours of playback time with active noise cancellation activated (and much more when deactivated).

Raye emphasizes that listeners should hear her music precisely as she approved it, experiencing its intended sound from the studio recordings.

While filming, I played “Nina Simone – Don’t Let Me Be Misunderstood” repeatedly as it’s one of my favorite songs. In my opinion, Nina Simone is an exceptional artist, and her music perfectly captured the atmosphere of the scene.

For more head to @dysonwear on Instagram now.

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