Tennessee's New 'Sound Bites' Campaign Asks: What Does Your Meal Sound Like?

NASHVILLE, TN – February 10, 2026 – In a state where music is the official language and culinary traditions run deep, Tennessee is proposing a radical new pairing for your dinner plate. It’s not a wine, but a song. The Tennessee Department of Tourist Development (TDTD) today unveiled “Sound Bites,” an innovative campaign that merges the state's legendary music scene with its burgeoning food culture, treating music not as background noise, but as a key ingredient.

The campaign, launched with a series of short films and an interactive online tool, is built on a fascinating field of psychological research known as “sonic seasoning.” It posits that what we hear can fundamentally alter our perception of taste. By pairing specific dishes with custom-composed music, Tennessee is betting it can create a new kind of multi-sensory tourism that resonates with visitors long after the meal is over.

The Science of a 'Sonic' Palate

At the core of the “Sound Bites” initiative is the work of experimental psychologist Dr. Charles Spence of Oxford University. For over a decade, Spence and his team at the Crossmodal Research Laboratory have demonstrated that the brain doesn't experience senses in isolation. Instead, it creates systematic associations—or crossmodal correspondences—between what we see, hear, feel, and taste.

This research shows that specific auditory elements can reliably influence the perception of the five basic tastes: sweet, sour, salty, bitter, and umami. High-pitched, tinkling sounds, for instance, have been shown to enhance sweetness, which is why dessert brands often use upbeat, major-key jingles. Conversely, low, resonant tones can amplify bitterness, making them a potential, albeit counterintuitive, pairing for dark chocolate or coffee to bring out their complex notes. Tempo and instrumentation also play a crucial role. A fast-paced, energetic track might make a dish feel more exciting, while a slow, ambient piece could make it seem richer and more luxurious.

"For centuries, people have paired food with wine. Now, we're asking, 'Why not food and music?'" said Commissioner Mark Ezell of the TDTD. "Sound Bites brings together two things Tennessee does better than anywhere else, bold flavors and unforgettable music, to create truly unique, immersive experiences that turn a visit into a lasting memory."

A Symphony of Tennessee Talent

To bring this science to life, the TDTD has orchestrated a series of compelling collaborations between some of the state's most celebrated chefs and musicians. These partnerships are showcased in three short films, each representing a distinct region of Tennessee.

In East Tennessee, country artists Lee Brice, David Tolliver, and Billy Montana joined Chef Jeff Carter of the acclaimed Dancing Bear Appalachian Bistro in Townsend. Brice, a multi-platinum artist with a string of #1 hits, and his fellow songwriters worked with Carter to craft a dish and a song that reflect the region's rustic soul.

Middle Tennessee features a pairing between Nashville-based singer-songwriter Ben Rector and Chef Philip Krajeck. Krajeck, a four-time James Beard Award nominee, is the culinary mind behind the celebrated restaurants Rolf and Daughters and Folk. His reputation for blending global techniques with Southern ingredients finds a new dimension when paired with Rector's melodic pop-rock sensibilities.

From West Tennessee comes a powerhouse Memphis collaboration. Three 6 Mafia co-founder and Grammy-winning producer DJ Paul, rapper Lil Wyte, and soul band Southern Avenue teamed up with Boo Mitchell and Chef Felicia Willett of Felicia Suzanne's. This pairing promises a rich fusion of Memphis blues, soul, hip-hop, and sophisticated Southern cuisine, embodying the city's eclectic cultural identity.

Redefining Experiential Tourism

The “Sound Bites” campaign arrives at a pivotal moment for both the tourism industry and the state of Tennessee. The global travel market is witnessing a seismic shift away from passive sightseeing towards active, immersive experiences. Modern travelers, particularly younger demographics, increasingly seek authenticity and a deep connection to local culture—prioritizing memories over material souvenirs. This trend in experiential travel is a booming market, projected to grow significantly in the coming years.

Tennessee is uniquely positioned to capitalize on this shift. The state’s tourism sector is already a powerhouse, generating a record $31.7 billion in direct visitor spending in 2024 and outperforming the national average for growth. The “Sound Bites” campaign represents a strategic move to build on this success by creating an experience that is not only unique but also deeply rooted in the state’s identity. By integrating its two strongest cultural assets, Tennessee differentiates itself in a crowded marketplace, offering more than just a destination, but a curated sensory journey.

Tune In to Your Taste Buds

Beyond the cinematic collaborations, “Sound Bites” invites the public to become part of the experiment. The campaign's digital hub, TNSoundBites.com, features an interactive music pairing tool that allows anyone to explore the principles of sonic seasoning. Users can input a dish, and the tool analyzes its primary flavor profiles—such as sweet, savory, or spicy. It then generates curated playlists from a catalog of Tennessee music, designed to complement and enhance those flavors.

The tool encourages experimentation, allowing users to toggle between different musical styles to actively notice how the soundtrack subtly alters their tasting experience. Whether it's discovering that a blues track brings out the smoky notes in barbecue or that a folk song enhances the sweetness of a peach cobbler, the platform transforms a simple meal into an engaging, personalized event. The website also hosts the short films, providing a behind-the-scenes look at the creative process between the chefs and artists, further deepening the connection between the food, the music, and the state itself.