Global superstar RAYE has released the music video for ‘Joy.’, teaming up with her sisters Amma and Absolutely to bring smiles and sunflowers to the people of London.
Directed by Otis Dominique, the visual sees the three sisters embark on a quest to collect as many smiles as possible. Armed with 372 sunflowers and a Joymobile, we follow RAYE, Amma, and Absolutely around the capital with the smiling cloud counter increasing by the second. As infectious as the song’s melody, the trio spread a little bit of unexpected happiness to over 200 people.
The video culminates with some sister silliness as they run down the road together, before Amma and Absolutely take the mickey out of RAYE.
RAYE, Amma & Absolutely – ‘Joy.’
The video also sees the sisters riding through the streets on Lime bikes. Marking an iconic collaboration between two cultural London staples, until Friday September 13, 500 selected bikes across the city will be swapping Lime’s familiar unlock jingle for a clip of ‘Joy.’
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 ‘Joy’, 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…”
‘Joy.’ is the latest single to be taken from RAYE’s number one album THIS MUSIC MAY CONTAIN HOPE., which was released back in March this year. The ‘WHERE IS MY HUSBAND!’ singer-songwriter has spent most of this year on the road touring the album across the UK, Europe and North America. She is currently opening for Bruno Mars on his The Romantic Tour.
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