Local Mermaid Performer and Mother Go Viral on Youtube with Infant Son; Awarded “Silver Play Button”

Local business owners Sean and Raina Norman never imagined when starting their Youtube account, that it would one day be viewed by people all over the world. The couple are as shocked about their recent milestone of 100,000+ subscribers as they are about unexpectedly becoming pregnant in the face of infertility during the Covid-19 pandemic.​

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“When we started the channel, it was to document content for potential clients and gigs.” Says Raina, discussing the couple’s award winning company, Halifax Mermaids. The business travels around Eastern Canada and the USA providing underwater performances, stunt work, filming, pool parties and more with a team clad in detailed, realistic, mermaid costumes. “We posted performances, and eventually I posted tutorials, reviews, and educational pieces for the industry.”​ The videos garnered an average amount of attention, but Norman never focused on the views.​

The Youtube channel stagnated after almost a decade, but that all changed when Raina posted a clip of the couple’s infant son donning a mermaid tail like his mother,​ at Lawrencetown Beach, NS. The video recently surpassed 27 Million views.

“I’ve always documented my mermaid business across social media, and with the isolation of the pandemic I decided to document my experiences with infertility too.” Norman suffers from the incurable disease Endometriosis, which causes pain and infertility. During the first years of the pandemic she endured multiple miscarriages and painful tests and treatments. The couple decided to give up on their dream of being parents. They shared these stories on platforms such as Youtube and Instagram, with many locals and fans reaching out to relate.​

When the couple found themselves successfully pregnant against all odds, fans from across the world joined in to celebrate with them, even hosting an online baby shower with gifts. “Our reach just grew and grew from there.” Explained Norman. “Sean would take these beautiful photos of me with my big baby belly and the mermaid costumes. People loved it. People were invested. When I nearly died from blood loss and had to recover with transfusions after our son’s birth, everyone reached out and cheered us on.”

The pair welcomed River Norman in August 2021, and found themselves being congratulated in stores and on the streets from locals who had seen their online content.​

The artist who made the company costumes, sent baby River a mermaid tail to match his mothers. “It’s like a sleep sack actually.” Laughed Raina. “I brought it with me to the hospital and kept him wrapped up and warm in it.” Eric Ducharme, known online as The Mertailor, made the costume from Florida. Ducharme has been making mermaid costumes for 20 years and has made them for stars like Like Gaga, a favourite of Rainas.​

While celebrating the birth of River, fans were also interested in how the Normans would juggle new parenthood and running their unique company. “Once we started posting videos and shorts about the experience, things really started to take off. People were interested, they related to juggling, even if our business was odd.”​

The modest channel jumped to 52+ Million total views in less than three months, and to 100,000+ subscribers. The most popular content featured seconds-long clips of Raina and River behind the scenes at various mermaid events in their costumes, such as the Digby Scallop Festival.​

The Normans were alerted by YouTube that they would be receiving the coveted Silver Play Button award. The award is given to creators for reaching the milestone while also creating unique and creative content that represents YouTube’s values. The videos earn a modest income which the couple use to keep their business afloat during the pandemic, with the rest rolling into an educational fund for River.

Though the couple have mostly received praises and well-wishes, it hasn’t all been kind comments. “We do get some hate-comments, as well as people who worry about River’s safety. I get it, it’s a personal decision whether to share your child online and Sean and I do not take it lightly. For now we’ve made an informed choice we feel good with, but that doesn’t mean we won’t change our minds and remove the content later.”​

The Normans also receive negative comments from people believing mermaid tails are dangerous. “They absolutely can be dangerous. I am a trained, experienced professional, and we take extreme safety precautions. Every single video I post has a disclaimer about this. These baby mermaid tails are great for some cute dry land photos. But I am not suggesting that parents wrap their kids’ legs and toss them in the ocean. Mermaid swimming is a great hobby and job, but it has to be done with training and safety.” River can be seen in some videos flapping his tail enthusiastically and hanging onto his mother while she swims.

The Normans hope to secure more training in 2023 so they can once again offer Mermaid Lessons to adults and kids. As for the future, they hope to release a podcast and have a few potential broadcast collaborations in the works.​

“I’m just happy our story inspires other people, and I’m really happy I get to share this world with my miracle baby.” The Normans will be hosting an online event with River, complete with cake smash to shell-e-brate​ the arrival of the Silver Play Button trophy.

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