In a surprising yet fitting move, Dyson has announced London-based singer-songwriter Raye as its newest global ambassador. Best known for its cutting-edge vacuums and home appliances, Dyson’s latest partnership signals the brand’s deeper dive into the audio industry, following the release of its OnTrac headphones earlier this year. This collaboration aims to showcase not only Raye’s visionary artistry but also how Dyson’s audio technology enhances the creative process for artists.
Some may find Dyson’s transition into the music space unexpected, but for a brand known for innovation, its recent moves seem to fit a larger avant-garde strategy. Dyson has always been at the forefront of technological advancements, and its expansion into personal audio appears to align with its reputation for pushing boundaries. The partnership with Raye underscores this vision, blending her globally recognized talent with Dyson’s emerging presence in the audio sector.
The OnTrac headphones, introduced earlier this summer, mark Dyson’s latest venture into personal technology. Equipped with advanced sound-cancellation capabilities, the headphones feature eight onboard microphones that sample external noise at an impressive rate of 384,000 times per second, reducing up to 40dB of unwanted sound. Users can also enjoy up to 55 hours of playback with active noise cancellation enabled, providing some of the best battery performance in the industry.
Raye, a six-time BRIT Award-winner, shared her enthusiasm for the collaboration, emphasizing the importance of high-quality audio for her work. “I want people to listen to exactly what I signed off on and to experience my music as I envisioned it to be heard when I recorded it in the studio,” she said. Known for her breakthrough single “Escapism” and recent performances opening for Taylor Swift at Wembley Stadium, Raye’s partnership with Dyson highlights her growing influence not just in music but also in shaping sound experiences.
During the campaign shoot, Raye revealed that she immersed herself in Nina Simone’s “Don’t Let Me Be Misunderstood,” drawing inspiration from the legendary artist’s work. The new partnership was unveiled alongside a visually striking campaign film directed by South African filmmaker Zee Ntuli. The film captures Raye in a dream-like sequence, sitting serenely while wearing the OnTrac headphones, surrounded by wildflowers that bloom and fade as her thoughts and inspiration take shape. “With Raye,” Ntuli explained, “it’s never just about the music – it’s about feeling.”
He added that the film aimed to interpret the deep, personal space artists visually enter when inspiration strikes. “We wanted to capture how inspiration feels when it hits – that moment when everything around you fades, and it’s just you and the idea, growing louder in your head.”
Raye’s partnership with Dyson brings an exciting, creative synergy between the world of music and technology, as the brand continues to expand beyond its traditional products.
Follow Dyson’s official handle @dysonwear on Instagram to learn more about the campaign.