The soundtrack to NL is not available in any store.

Around here, sound can come alive when you least expect it. Perhaps it has to do with the unexpected nature of this place. Or maybe it’s the fact that perched out here on the edge of the continent, we see (and hear) things a little differently. Found in everyone and everything, sound is one of the truest reflections of the landscape and culture.

The creative idea was inspired by the plethora of cultural and natural ‘instruments’ travellers will experience when they visit–from the waves and wind, to the colourful words and phrases of the characters who live here.

To bring the idea to life, we partnered with the Newfoundland Symphony Orchestra, composer Andrew Staniland, Shallaway Youth Choir, and local musician Kelly Russell to create a symphony that celebrates the many sounds of NL, sounds that are uniquely our own.

In NL, striking up the band has a whole new meaning.

To differentiate the province, we composed a symphony reflective of the sounds that emanate from our brand pillars of people, culture, and natural environment.

This was no small task. The first of its kind for any tourism destination.

The process started by selecting a composer capable of bringing to life the distinctive and captivating sounds that are unique to NL.

Following two months of creative composition and fine-tuning, we arrived at a piece that celebrated the sounds of this place. We then combined 40 members of the Newfoundland Symphony Orchestra with 20 youth choral musicians – and one button accordion – to create ‘Symphony of Sound’.

The final video resides on www.SoundsFromTheEdge.fm, where the audience can tune in to continue their journey of sound.

In less than two weeks, audience engagement with the ‘Symphony of Sound’ piece has been off the charts.

Creative reached 325,000 users on Facebook, and on YouTube, the video amassed a True View rate of 75.8% versus the 15% industry standard.

Quality video views, i.e., 30 seconds and above, have hit nearly 100,000, while total time spent watching eclipsed 7,700 hours.

Audience feedback speaks for itself:

• “Exquisite! Everyday magic in NL.”

• “Stellar music, camera and editing. Absolutely beautiful work on this. Congratulations.”

• “This is mesmerizing. And to my taste, the most honest, evocative, sensory piece of creative that has ever been produced for Newfoundland and Labrador.”