Sonic Branding

The 3 Layers of Sonic Identity — And the Tripod That Holds Them Up

By Jeremy Larochelle / May 2, 2026 / Comments Off on The 3 Layers of Sonic Identity — And the Tripod That Holds Them Up

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 […]

The Only Sense a Brand Can’t Turn Off

By Jeremy Larochelle / April 18, 2026 / Comments Off on The Only Sense a Brand Can’t Turn Off

  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 […]

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

By Jeremy Larochelle / January 1, 2026 / Comments Off on 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 […]