Gullfoss features in the music video for the single "Heaven" by the band Live. During the video a young man and a young woman separated by the Hvítá river exchange written messages carried on rocks that they throw to each other over the river and the falls. At the end of the video the young man attempts to swim across the Hvítá river downstream from the Gulfoss. His young lady friend is so horrified from seeing him being washed down in the river that she also jumps in in order to save him. They then float down the river holding onto each other.