Madrid, August 1, 2019 – Norwegian Cruise Line, the great innovator in cruise travel, today announced the “Free the Beat” program, a platform where the best composers, artists, talents and creators in the music industry will have the freedom to develop content for the brand’s first global music library, inspired by the most beautiful destinations in the world.
As part of the new initiative, the company will partner with music industry leaders to curate exclusive content that will be amplified across various public-facing channels, including onboard its fleet of 16 ships. From hosting exclusive songwriter cruises to unveiling unreleased, uncut tracks from world-renowned music companies such as Family Affair Productions and Warner Chappell Music, this program will create the company’s first-ever global music library. This initiative will also enhance the passenger experience by bringing cruises to life with onboard playlists inspired by the destinations visited on the cruise line’s ships.
Multi-platinum artist and songwriter Andy Grammer, whose song "Good to be Alive (Hallelujah)" can be heard in one of NCL's recent commercials, will host the brand's first-ever Songwriter Cruise. As part of the initiative, select musicians will also be invited to sail aboard the newly refurbished Norwegian Joy on a seven-day Alaskan voyage from Seattle, with the goal of inspiring content creation through world-class experiences both onboard and ashore at the destinations they visit.
“Where you are influences the art that comes from within,” said Andy Grammer, the multi-platinum-selling artist and songwriter. “Throughout my career, I’ve been fortunate enough to participate in songwriting trips around the world, and I can’t think of a better place than Alaska to find inspiration and create. I’m thrilled to be part of this incredible program with Norwegian Cruise Line, and I can’t wait to board their first-ever Songwriters Cruise to launch their first-ever global music library,” he concluded.
During the cruise, songwriters will have the opportunity to enjoy the freedom and flexibility that cruising with NCL offers through its variety of innovative experiences. Onboard offerings include the world's only open-air go-kart track and laser tag arena at sea; more than 30 dining options and lounges; Broadway-style entertainment; and design elements that bring passengers closer to the beauty of the ocean, such as The Waterfront, a quarter-mile deck of restaurants and open-air lounges; and the Observation Lounge, which offers unobstructed 180-degree views.
“Our goal is to offer meaningful experiences to our guests and leverage new and innovative ways to connect with them,” said Meg Lee, Senior Vice President and Chief Marketing Officer of Norwegian Cruise Line. “Music is a universal way to communicate with people, and the ‘Free the Beat’ program will allow us to enhance our storytelling with exclusive content created specifically for us and inspired by the places we take our guests. We look forward to partnering with the best in the industry to grow our global library of music that fits our brand, connects guests to the nearly 300 destinations we visit, and showcases it around the world,” confirmed Meg Lee.
The first songwriter cruise will take place in August aboard the Norwegian Joy, presented by Andy Grammer and Family Affair Productions. The seven-day Alaskan voyage will depart from Seattle and make stops in Ketchikan, Juneau, and Icy Strait Point, Alaska, as well as Victoria, British Columbia. A second cruise, to be announced later this year, will be offered in partnership with Warner Chappell Music.
For more information or to book a cruise, visit www.ncl.com.
