Virgin Media: Pick up the Pace

Hip hop is the fastest growing music genre in Ireland. So to promote Ireland's fastest internet speeds, 1Gig broadband, Virgin Media hooked up with up with lightning-fast Irish rap star JyellowL to create and release 'Pick Up The Pace'.
The track also featured Emmy Award winning actor and voice of the Virgin brand, Brian Cox. The Succession star plays hype man to JyellowL, his witty and laconic Baritone supporting JyellowL's lightning fast flow. Every part of the track was centred around speed.
Agency: Publicis, Dublin

In the lyrics, JyellowL raps about being the fastest and most progressive in the game. He spits bars about the interconnected life 1Gig allows him to live with subtle references to gaming, streaming and connecting with his fans.

Aside from the production of the music and vocals, sound design was used as an additional narrative element to elevate the concept and sense of speed in the track.

The full track was first broadcast as a radio commercial. It was then released to stream on all platforms. The music press received an exclusive vinyl edition. We even put JyellowL back on stage to perform the track live for his fans at a specially curated socially distanced event during lockdown.