Music Strategy & Operations • Sonic Identity
Seven years building the music program at Virgin Voyages from the ground up. Four ships. Sixty-plus musicians performing daily around the world. Two Rolling Stone awards, including Coolest Cruise for Music Fans 2026.
Three decades on stages, in booking offices, and running large-scale operations taught me that music isn't decoration. It's architecture. This is where I share what that actually looks like in practice. Welcome in...
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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 […]
