Spirit Music Group is thrilled to celebrate an exciting milestone for our writers Cale Dodds, Justin Halpin, and Playded, whose collaborative project First Time Thieves has just secured a major national sync. Their song “Never Been Ready” has been officially featured in the 2025 NASCAR Awards commercial, bringing their anthemic, high-energy sound to one of the most recognizable sports brands in the country.
The placement marks a standout moment for First Time Thieves, a genre-blending creative collective built around distinct perspectives, sharp songwriting, and emotionally charged production. “Never Been Ready” captures the grit, urgency, and forward-momentum that perfectly aligns with the NASCAR spirit—making it an ideal musical backdrop for a campaign celebrating the athletes, teams, and fans that drive the sport forward.
For Spirit Music Group, this sync reflects the core of what we champion every day: supporting artists, writers, and producers as they craft impactful music with the power to elevate stories across TV, film, ads, and beyond. Cale Dodds, Justin Halpin, and Playded each bring a unique voice to the project, and together they’ve created a sound that resonates widely—one that continues to find exciting opportunities on major platforms.
As NASCAR gears up for its 2025 awards programming, millions of viewers will hear “Never Been Ready” underscore the energy, adrenaline, and emotion that define the season. We’re proud to stand behind First Time Thieves as their momentum continues to build, and we look forward to even more breakthroughs ahead.
Congratulations to Cale, Justin, and Playded on this well-deserved achievement.
