In the summer of 2011, Sean 'Contractor' Edwards coordinated a lifestyle, musical, cultural experience for Downsound Records with theNorwegian national TV station,Norway TV on the show called 'Cruise Live'. The project was shown in January 2012 to an audience of 17.5 million homes throughout the Scandinavian countries of Denmark, Sweden, Finland and Norway. The Norwegians arrived from Norway via the Norwegian Cruise Line.

Contractor took the Norwegian reggae artiste, Nico D and his crew to Hot 102 FM tobe interviewed by Devon Hunterabout what inspired him to be a reggae artiste and to promote his new single. Contractor then took the Norwegians to Downsound records to vibe with the Downsound artistes and to meet CEO of Downsound RecordsJoseph Bogdanovich to learn how to approach the music business in a changing musical environment and challenging economy.

Downsound Records also arranged for Contractor to take the Norwegians to western Kingston, the heartbeat of reggae music, to interact with the adults and children. This was in the aftermath of the Tivoli Gardens incursion when the atmosphere was very tense. Finally, the Norwegians also sent the world famous psychologistKristen Spitznogle and her assistant to understand the fascinating love life of a Jamaican woman. Their subject was Toya the dynamic female Downsound Recording artiste.