This is the third installment of a series from Virgin Voyages’ Head of Music, Jeremy Larochelle. The goal? Bring Sailors behind the scenes on the diversity and intentionality of our cruise music program — from the musicians you see live to the music you hear as you go about your day on board.
There are three elements at play in what we’re trying to achieve with music at Virgin Voyages.
First and foremost, you want to give your customers (we call them Sailors) music to enhance their experience. This covers everything from the tracks heard in Virgin Voyages restaurants, to the DJs and bands keeping them dancing on the deck or in The Manor, and the soundtracks in the shows.
And then there’s the operational side.
Music, beyond just being something pleasant to listen to, can motivate and move crowds through social psychology. Through the energy and texture of music in a space, you can influence how people move through, linger in, and even engage in a space. When done correctly, this can help your operations in fundamental ways.
Finally, at Virgin there is another unique challenge…our music legacy.
The name on our hull has shaped music and culture for decades. Virgin is the indie record label disruptor that criss-crossed genres and brought the world countless icons — The Sex Pistols, The Human League, Janet Jackson, Boy George, The Rolling Stones. This is something that MUST be considered in the development of any sonic identity on our floating stage.
Luckily, Virgin has a vast history in music operations that we have packed for sea. The history of our record label gives us amazing depth into what we can program onboard. We can go from punk to pop, electronica to R&B, reggae and Latin, all while staying connected to our history.
This allows us to share a vast menu of music across our 25 onboard zones (some of which operate up to six playlists a day) of background music, along with seventeen musicians and dozens of Happenings Cast members supporting a wide range of styles across band sets, shows, and parties.
For example, you could start your day with Laurel Canyon folk vibes while grabbing your coffee in The Galley. Or take that cup to SIP for traditional jazz, or head to the Social Club for 50s and 60s jams. If you're looking for a more relaxed start, both The Dock and Dock House offer chill global grooves.
As our venues come to life, they offer everything from house to R&B, hip-hop, reggae, Afrobeat, country, rock, pop, and disco. This includes experiences like an 80s workout with VHS or an NSYNC-inspired boy band dance class.
As the stars begin to shine, the vibe shifts. The pool moves to downtempo house, dreamy R&B, and Afrobeat, while On the Rocks heats up with live bands. The night continues at The Manor for an electronic-driven evening that can span disco, house, hip-hop, and global sounds through our signature parties like Scarlet Night.
And don’t get us started on our restaurants. We already know the food is amazing, but so is the vibe. Each space was curated specifically to match the food, the atmosphere, and that “left of center” design that keeps Virgin floating to this day. We pair Korean BBQ and hip-hop at Gunbae, while Pink Agave (our Mexican street food spot) serves enchiladas, tequila, and Latin rhythms that are funking and fun. Steak at The Wake comes with a dignified side of nu-jazz to keep things classic. Music has always been Virgin’s vibe…even at sea.
