Jeremy Larochelle - Sonic Branding & Music Strategy

Jeremy’s path into sonic identity began on land—as a talent buyer for casino venues across Arizona, Seattle, and Texas, where he managed over 240 lounge and small-cap bookings per month across multiple properties before taking the leap to sea with a new cruise startup under the iconic Virgin name.

Over six years at Virgin Voyages, he shaped the brand’s sonic identity across three areas: live performance (bands, buskers, cast musicians, and headline talent), electronic music (DJs), and background music (BGM). The work went well beyond playlists. Jeremy created a Sonic Identity Brand Bible that defined how over two dozen distinct music zones change throughout the day to support the overall Virgin vibe while also improving restaurant and venue operations onboard each ship. He also led music curation for Bimini Beach Club, cruise terminals, the Spotify brand channel, and call centers, extending the Virgin experience from land to sea.

On the performance side, he helped build an onboard music culture focused on growth, experimentation, and creative freedom. That approach resonated with artists, attracting talent from around the world—many of whom had never considered cruise work before helping lead Virgin Voyages to be named Best Cruise Line for Music Fans by Rolling Stone in 2025.

Jeremy worked closely with legal, finance, marketing, experience, food & beverage, hotel, security, and travel teams to structure and deliver complex artist engagements, including six-figure deals with major performers such as Nicky Jam, Kathy Sledge, Melanie C, and KELIS, among others. He advanced these projects end-to-end, coordinating with artist teams and internal technical partners to source equipment, manage terminal operations, support onboard teams, and navigate border and security requirements.

Operationally, he built and led a highly trusted team of music program managers. Together, they worked within a clear strategic framework that enabled real-time adjustments while maintaining consistency and brand fit for a diverse global audience.

The result was a sonic system that was intentional, flexible, and closely tied to brand identity—showing how music, when handled thoughtfully, can shape culture at scale.