The Tennessee Department of Tourist Development has launched Sound Bites, a statewide campaign that pairs two of Tennessee’s defining traditions, music and food, into one immersive experience. Rather than treating music as background noise, Sound Bites positions it as a core ingredient of the meal, inviting visitors to savor dishes alongside specially created original songs.
At the center of the campaign is the concept of “sonic seasoning,” a term rooted in research by Oxford experimental psychologist Charles Spence. His studies show that tempo, pitch and instrumentation can influence how the brain perceives sweet, sour, salty, bitter and umami flavors. Sound Bites brings that science to life through chef and artist collaborations across the state.
Three short-form films now streaming at TNSoundBites.com spotlight regional pairings. In East Tennessee, Lee Brice, David Tolliver and Billy Montana collaborate with Chef Jeff Carter of Dancing Bear Appalachian Bistro. In Middle Tennessee, Ben Rector teams with Chef Philip Krajeck of Rolf and Daughters. In West Tennessee, DJ Paul, Southern Avenue, Lil Wyte and Boo Mitchell join Chef Felicia Willett of Felicia Suzanne’s.
“For centuries, people have paired food with wine. Now, we’re asking, ‘Why not food and music?’” said Commissioner Mark Ezell. An interactive tool on TNSoundBites.com allows users to enter a dish, identify its flavor profile and receive curated Tennessee playlists designed to enhance the tasting experience, turning every bite into a soundtrack-driven memory.