CRAFT London’s promo spot for the new Bentley Bentayga called for music with weight, momentum, and a sense of control that matched the vehicle itself. “Run This Town – Instrumental” by Deraj delivered that from the first frame, giving the film an energy that felt bold, modern, and cinematic.
An instrumental hip hop track made sense for a piece centered on movement, performance, and possibility. The genre brings confidence and edge, while the aggressive beat, dark atmosphere, and steady groove helped establish the tone right away.
As the Bentayga moves across sand, snow, and water, the music adds force to every cut and gives the spot a pulse that feels deliberate and alive.
Going instrumental was especially effective here. Without lyrics, the track created space for the visual storytelling to stay front and center. The roar of the engine, the scale of the environments, and the ambition behind the campaign all had room to land. In a luxury automotive spot, every detail is doing important work.
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The music needs to support the rhythm of the film, sharpen its identity, and heighten emotion without crowding the experience. “Run This Town” gave the piece a premium sense of motion while keeping the edit clean and focused.
Instrumental hip hop can be a strong choice for luxury and performance-driven campaigns because it carries cultural relevance, modernity, and attitude while giving editors flexibility in pacing and tone. It pushes a film forward without overexplaining it. With the right placement, that restraint creates something even more powerful.
This placement also reflects the role Musicbed plays as a creative partner. For this project, Musicbed’s in-house curator selected the track with the full creative brief in mind, considering its pacing, intensity, modern edge, brand fit, and flexibility in the edit.
That kind of curation goes beyond finding a track that works on paper. It helps creative teams land on something that feels considered, current, and fully aligned with the spot they’re trying to produce.
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