Subway, legendary grime artist P Money and producers Star.One joined forces to launch the world’s first plant-based grime track featuring sounds emitted by plants, on World Earth Day.  

Championing a plant-based diet, the track, called “Vegang”, and an accompanying social campaign, appealed to Subway’s Gen Z audience – a demographic that looks for brands to increasingly take a greater stance on sustainability and the planet. It offered a relevant platform for Subway to have a role in the conversation and celebrated their ever expanding plant-based menu. 

The track was created by extracting sound emissions from the plants used in Subway’s plant-based menu, using PlantWave technology, which detects electrical variations via electrodes placed on the leaves. 

Alongside the track, and a TikTok video that announced the launch, the back story to the collaboration was captured in a filmed documentary, directed by youth icon Jamal Edwards MBE and developed with production partners, RadicalMedia and Wake The Town. 

In the film, P Money and Star.One discusses the innovative process of developing the grime track, as well as the benefits they feel due to their plant-based lifestyles and the importance of caring for the planet – not to mention, how impressed they are with the expanding commitment to plant-based products at Subway.