Chances are you’ve already seen some of the bizarre ads for things like MailShrimp, KaleLimp, and JailBlimp. Those are all part of a new rhyme-based marketing campaign for MailChimp (of Serial fame), and apparently so is VeilHymn, Dev Hynes’ new duo with Bryndon Cook of Starchild & The New Romantic.

As Pitchfork reports, a MailChimp press release lists VeilHymn as one of the campaign’s many “strategically created executions targeting digital subculture.” Although a representative for Hynes says that he and Cook have been collaborating on music for years, he also confirms that they were asked by the company to give their project a name that rhymed with MailChimp, and their debut single “Hymn” was created exclusivly for MailChimp.

Remember when Jeff Bridges made an entire album for Squarespace?