Sonic Branding & Music Strategy
Music isn’t background noise. It’s a business decision.
This category covers the intersection of sound and strategy — how sonic identity shapes a brand, how music programming drives guest behavior, and how entertainment operators can turn what’s playing into a competitive advantage. Drumming, data, and the business of music. All of it lives here.
In a previous post, I spoke about how I approached building our music program at Virgin Voyages… strategically. In that planning, I found one of our biggest strengths was, in fact, our musical legacy. I mean, come on, Virgin gave the world The Sex Pistols, Spice Girls, Boy George, Janet Jackson, Paula Abdul, Phil […]
Rolling Stone Didn’t Come to Be Impressed There’s a moment I’ve seen play out more times than I can count. A musician hears “cruise ship,” and we get the knee-jerk response. The “that’s not really my scene” energy. I get it. The reputation precedes us — suits and ties, pre-approved sets, musicians in a […]
Most brands think they have a music strategy. They have a playlist. There’s a difference. A big one. And understanding it starts with recognizing that sonic identity isn’t a single decision — it’s a progression. Three distinct layers, each building on the last. Most brands never get past the first. Here’s how to know where […]
Ever notice how the best movies don’t always need to be loaded with popular music hits? Maybe it’s an eerie piano score that makes you feel like something’s wrong before anything is. Maybe it’s a bassline so familiar you feel Kramer bursting through the door before he gets there. Maybe it’s an indie song […]
In 2025, Rolling Stone named Virgin Voyages Best Cruise for Music Fans. Awards are easy to celebrate and hard to contextualize. This one matters because of how it was earned. When we launched in 2020, Virgin Voyages had nine musicians on a single ship. The ambition was clear, but the ecosystem was embryonic. Live music […]
I have been with Virgin Voyages since Scarlet Lady set sail from the shipyard. During that time, I established a strategic direction for the music side of our brand—one built on our illustrious record label roots. I had the chance to chat with one of our First Mates about why Virgin sounds they way […]