Virgin Voyages is taking the brand back to its roots onboard its first cruise ship, the Scarlet Lady. Virgin Voyages' "sonic identity" will celebrate its deep-rooted music history.
The ship, which will make its debut in 2020, will have a first-of-its-kind music experience onboard, including a record shop called Voyage Vinyl, a private karaoke and gaming lounge named the Groupie as well as curated performances by up-and-coming artists as well as music trendsetters for Virgin Voyages' Sailors to enjoy.
Virgin Voyages' residency program already has a star-studded line-up of talent signed up for its inaugural season. Grammy and Oscar-winning DJ, songwriter and record producer, Mark Ronson, has committed to four performances at The Beach Club at Bimini in 2020.
Multi-platinum chart-topping artist, DJ, producer/remixer, MK (Marc Kinchen) is also committed to one performance in 2020, and Grammy-nominated electronic music duo Sofi Tukker will also join the Virgin Voyages residency program.
Beyond performances, each space on the cruise ship will have its own energy, thoughtfully developed by industry legends and brought to life by up-and-coming talent and special guest performances.
WhiteLabel Creative will be Virgin Voyages' new music collective that will be responsible for developing the background "sonic palettes" across the ship and securing DJs for The Beach Club at Bimini's residency program.
As the onboard record shop, Voyage Vinyl will lean into Virgin's music history and provide a space for Sailors to experience music from a broad range of genres and eras. Personal listening stations will provide a place for guests to listen to their favorite albums. There will also be limited-edition curated albums and special editions of classics available for purchase.
The record shop will also be a performance spot for live sets mixed by Scarlet Lady's resident DJs.
While Voyage Vinyl is a place for discovery, the Groupie, designed by Roman Coppola, is a place where Sailors can let loose. The space is a modernist take on a Japanese-style karaoke room. Here, Sailors can enjoy singing along to their favorite tunes with friends, enjoy a favorite movie or gaming.
The launch of its music strategy took place at the Winter Music Conference in Miami, Florida, and participants can get to know what may be in store on Virgin Voyages at Gramps in Wynwood for five days from 4-11 p.m. Tuesday, March 26-Saturday, March 30. There will be a vinyl spin art station and Instagram themselves on a giant turntable.
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