Music Strategy
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 […]
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 […]