Building a Music Ecosystem at Sea — and Being Recognized for It

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 was not yet a defining pillar—it was a promise.

Fast forward to 2025.

We scaled to 64 musicians across four ships, building a multi-venue, multi-genre music program that gives the line that true “Virgin” indie-record vibe. Nearly 50% of those performers were on contracts of one month or less, meaning the system wasn’t just larger—it was constantly regenerating. New artists. New sounds. New energy. A living, breathing lineup that continues to evolve by design.

That represents 7x growth (611%) in scale.

Here’s the part that matters most to operators and leaders: We did it with zero additional management headcount. No parallel growth in bureaucracy. No layers added to absorb complexity. Just sharper systems, tighter partnerships, clearer expectations, and an obsessive focus on repeatable excellence. The work scaled; the structure stayed lean. This wasn’t growth for growth’s sake. It was intentional design.

Music at Virgin Voyages isn’t a series of gigs—it’s a sonic identity. Every venue, every time of day, every ship has a role to play. DJs, live bands, soloists, background music, headline moments—all orchestrated to feel cohesive, human, and unmistakably Virgin. That cohesion is what guests feel, even if they never see the machinery behind it.

Winning Best Cruise for Music Fans isn’t about volume alone. Plenty of ships have music. This award recognizes consistency at scale, creative risk, and the ability to deliver a premium experience night after night while constantly onboarding new talent.

From nine musicians on one ship to sixty-four across a fleet.
From concept to culture.
From startup constraints to industry recognition.

This award belongs to the artists who stepped on board, the teams who trusted the vision, and the belief that music—done thoughtfully—can define an entire brand experience.

🤘

Talking Virgin Voyages Music Strategy

 

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 we do and this video explains it all!

 

Community in Large Scale Music Operations

 

Businesses with multiple venues and music options can benefit from not only finding the right talent fit for the rooms but the right talent fit for the ecosystem as a whole. Community building can help push the entire location into creative overload. Jeremy Larochelle talks about how this happens from a top-level in this video.

 

 

Numbers: The Arch-Enemy of Feelings

 

 

I currently manage the entire music program for a global brand. As part of my duties, I am responsible for the direction of background music creation for over 30,000 tracks that are cycled monthly across our properties. These tracks are organized in playlists that fire throughout the day to support the experience of each venue. On occasion, we have customers complain that the music is wrong, they would rather hear “their” favorite tunes, etc.

 

… and this is where the fun starts.

 

In an experience-based business, employees can become overzealous in meeting the needs of each and every customer, and with that, they occasionally make a decision to impact one customer without thinking about the others in the group. This is where math helps us find an answer.

 

I was recently in a packed venue of 300 plus. I watched as one customer approached the host demanding they turn the music down “now.” I chose this time to sit back and watch what would unfold. The host turned down the music for this one customer and almost immediately the vibe died. Butts stopped moving in seats and people (including staff) who were dancing around stopped. I decided to step in and offered my take. I started by asking the host how many people were in the room, which was 300. I then explained that we just adjusted the music for less than 1% of the population. You could see the lightbulb go off in their head.

 

Unfortunately, this happens far too often. Especially in service-based businesses where we are bombarded with the famous “the customer is always right” mantra. In all honesty, that phrase should be “the customer(s) are always right.” Very few of us work in a 1-1 business. More often we work in a 1-many business. Adjusting your business or experience because one person screams the loudest is not a good course of action. Sure, you should weigh their opinion. Even share it with the team afterward for review. However, for every one person complaining. There is likely one who is happy, which was the case in my example where shortly afterward another customer walked up and asked us to turn the music up.

 

Raise The Roof And Get It Down

 

While launching our first ship, I was tasked with leading the build of a concert stage and roof for our fly-on act – 80’s New Wave icons ABC Band with Martin Fry.

 

Orchestrating the build of a stage and roof on land is a challenge in and of itself. Many elements come into play. You have to consider space and show needs, budget, safely rigging the structure, and the logistics of moving people and equipment to meet those demands in a typically very tight timeline. Now, imagine trying to accomplish all of those things on a brand new cruise ship launched by a brand new company in a foreign port during the tail-end of a pandemic.

 

I started by investigating the location of the concert and met with our local riggers as well as rigging consultants to see if we could raise a structure ourselves using points on the pool deck.  Unfortunately, the tie-offs couldn’t bear the weight leaving us with the only option of erecting a conventional truss structure and flying a roof with ballast support. This led to new challenges.  We couldn’t float safely with a temporary stage on deck 15 and we had no place to stow it at sea, so the roof needed to be loaded, built, derigged, and offloaded before we set sail. Getting the stage components to deck 15 posed its own challenge. Tight corridors and elevators that are just shy of 1M x 2M left us to cap components sizes, find an alternative to heavy stone ballasts and required a whole lot of travel through the vessel. This concerned our deck department who insisted that all parts be craned on and off to prevent damage to the interior of the ship.

 

Craning a stage onto a cruise ship.

Building a stage on a cruise ship.

Building a stage on a cruise ship.

Cruise ship concert with stage.

Craning a stage off a cruise ship

 

This raised new logistical challenges.  First, we had to investigate pushing the ship’s departure back with the captain, company, and port by at least four hours to meet our project timeline. For those that don’t know. This is not a rubber-stamp request as tides, weather, and port traffic all impact when ships can come and go from the dock. Second, we had to meet with the port agents and a local craning company to discuss crane positioning, the load, lift, and do a risk assessment. All of these items required a sign-off by the captain, company, port, stage, and crane companies before we could move forward.

 

As these clarences moved through their proper channels, other show logistical pieces needed to be handled. The transportation of backline gear to the port, to the ship at dock, through the provision door, and up to deck 15 before the show had unique challenges. We needed to create a timeline to connect those outside the ship (stevedores, port security, etc.) with those inside the vessel (clearance officer, hotel department, technicians, etc.) to move the items from land to the vessel. We then needed to get clearance for backline vehicles and drivers to enter the port and approach Scarlet Lady at the dock.

 

Further security clearance and COVID testing needed to be orchestrated for all individuals boarding the vessel including stage riggers, crane spotters, the band, and their entourage. Inside Scarlet, multiple departments were brought into the project. The deck department to assist with clearing the stage area, helping us protect the deck, filling and draining water ballasts, and roping off safe zones for craning. Security, the clearance officer, hotel department, and ship doctor were prepped for the arrival of local labor, and screening equipment being craned and forklifted onto the vessel. Catering and rider requirements were organized with food and beverage. Sailor Services and crew engagement were briefed on the project to make customers and crew aware of the day’s activities, itinerary changes, and safe areas during crane movement. Accounting was informed of cost centers for each piece of the build. Finally, the technical team briefed on the backline gear, stage set-up, and how to integrate their technical needs with onboard equipment.

 

Due to weather patterns, we didn’t receive the official “green light” to proceed until 24-hours before the concert date, but our teams were ready thanks to over-preparedness.  The crane was in place as the ship docked that morning. However, a miscommunication led to a two-hour delay in getting items lifted onto the ship. Despite this challenge, the build continued moving forward safely and on-the-fly schedule changes led to us falling only twenty minutes behind for our backline load goal and eventually one hour ahead for a completed soundcheck.

 

The show was great. The artists were happy, the organizers thrilled, and excited fans were jumping in the pool during the encore. However, with nowhere to go after the show cruise ship guests remained near the stage as the house lights came on. With time working against us, we went into crowd control mode. I asked FOH to turn off all music and to bring on the brightest white lights we had to demonstrate the show as over to lingering fans. I then used polite, yet assertive, communication to push patrons close to the stage back as technicians roped off the area to create a safe workspace for teardown.  The roofing company began embarking the vessel as local labor pushed road cases back down to the provisioning door. Within minutes, they began tearing down the stage as myself and the deck team roped off safe areas on Decks 16, 15, and 7 for crane operations. The entire derig operation was so efficient that we had craned off the last pieces of stage safely nearly two hours ahead of our load-out end time.

 

This 22 hour marathon day was nearly two months in the making and a huge team effort thanks to our Virgin Voyages team, our friends at the Portsmouth Port, CPS Staging, Imagine Cruising, the band, and their management teams. It was a remarkable undertaking for a new ship under a new brand operating in a foreign market and everyone should be proud of their contributions.  ?