On a humid December night, the Valiant Lady — a 14-deck luxury vessel and one of four ships in Virgin Voyages’ fleet — floated somewhere between Antigua and St. Maarten. As the ship drifted through Caribbean waters, fans gathered shoulder to shoulder on its sprawling pool deck, eager to see the cruise’s headline act, Nicky Jam. The crowd buzzed with anticipation, a sea of fans dressed in Virgin’s signature red and waving Puerto Rican flags. Among them, was a British Nicky Jam doppelgänger who turned heads with his uncanny resemblance to the superstar.
When Nicky Jam finally stepped onto the stage, the reggaetón hitmaker was met with loud cheers. Dressed in a baggy black Amiri t-shirt and L.A. Dodgers hat, he launched into an energetic set, firing off No. 1 Hot Latin Songs hits like “El Perdón,” “Hasta El Amanecer,” and “X.” Olas de Fuego was in full swing.
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This marked Virgin Voyages’ first-ever Latin music-themed cruise, Olas de Fuego, created in collaboration with Nicky Jam following his February signing with Virgin Music Group after more than a decade with Sony Music. The eight-night voyage departed from San Juan, Puerto Rico on Dec. 5 and sailed across Curaçao, Aruba, Dominica, Antigua and St. Maarten, disembarking on Dec. 13.
Latin music-themed cruises are not new. In the 2000s, salsa cruises like the Aventura Dance Cruise gained prominence, offering onboard events with professional dance workshops and performances artists like El Gran Combo de Puerto Rico and Gilberto Santa Rosa. By the 2010s, tropical music and reggaetón became a popular theme in voyages. Tribute cruises for icons like Celia Cruz further celebrated Latin music’s cultural impact. However, there was a pause following the 2020 global pandemic. Olas de Fuego signals that consumer demand for these cultural experiences remains strong — and continues to grow.
Last November, salsa legend Tito Nieves anchored his 50th-anniversary voyage from Miami to Nassau, Bahamas featuring the likes of rising tropical star Christian Alicea and DJ Alex Sensation. Next September, the Super Legends Cruise will sail from Long Beach to Cabo San Lucas with Nortec Collective, Los Tucanes de Tijuana, and El Chicano celebrating classic Latin rock, cumbia, and urban styles. Meanwhile, the Latin Legends Cruise in 2027 will pay homage to the late Art Laboe, showcasing SoCal staples and old-school anthems from Tierra, and Lighter Shade of Brown, Los Lobos and Ozomatli.
Bold Man MediaReflecting on his partnership with Virgin, the Puerto Rican artist told Billboard Español ahead of his show that fostering a sense of community was his top priority. “It’s more about me [getting] in touch with the fans,” Nicky Jam tells Billboard Español ahead of his show. “Earlier, we were playing basketball [on the cruise’s court], and I was saying hi to my people from Puerto Rico, Colombia, Mexico. That’s something I can’t do in big concerts and big venues. I’m taking advantage of that.”
He added. “Normally a cruise can’t afford a Nicky Jam show. They already have their clientele. But in this situation, it’s a collaboration. I’m part of Virgin, so it’s more like a family thing.”
“There will be an amazing opportunity for people to meet and greet with the artist,” says Jamie Douglas, the director of fleet experience at Virgin Voyages, in a Zoom call before the sailing. “We’re not a company that does formal meet and greets. It’s very much everyone’s on the ship as part of the bigger community. And we encourage a community feel on board.”
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Nicky Jam’s collaboration with Virgin represents a larger vision to expand his brand across new markets. As part of their broader partnership, the artist and his team are working toward integrating his presence into Virgin’s ecosystem.
“Part of what we are reviewing with Nicky and planning for the future is growing his iconic brand and generating a different perception — isolated from music, but with music,” adds David Daza of Nicky Jam’s management team. “This was an agreement [that arose] from the signing with Virgin Music. We said, ‘Why don’t we integrate ourselves into the entire Virgin Group ecosystem?’ They have planes, cruise ships, and hotels. What we are looking for is to permeate different markets based on the alliances we have with a group as strong as Virgin.”
The cruise showcased a diverse lineup of Latin talent that spanned genres and styles, including Venezuelan artists Adso and Carmen DeLeon, Chilean singer Mati Gómez, Colombian stars Shadia Maraby and DJ Bash, and others — handpicked by Nicky Jam himself and his team. But beyond the music, guests could enjoy activities like getting flash tattoos inspired by the superstar’s brand at the ship’s parlor, Squid Ink, or indulging in pancakes from his famed Miami-based La Industria Bakery, served at one of the many onboard restaurants, Razzle Dazzle.
And with Latin music-centric festivals like Baja Beach Fest, Vibra Urbana, and Sueños fest solidifying reggaetón and urban Latin music as a dominant force globally, Virgin Voyages’ decision to build an entire cruise around the genre represents a logical extension of this trend.
Nicky Jam Bold Man MediaOther cruise brands have also begun targeting music fans with themed sailings, including Norwegian’s Keeping the Blues Alive series and Sixthman’s EDM-focused sailings. But Virgin Voyages’ entry into the Latin space combines these existing models with a focus on cultural authenticity and more immersive artist-led programs.
“We’re based out of Miami, so we’re very much connected to the Latin community, and we see this as a huge growing market for us. We also see that it brings an awesome atmosphere on board, linking with Latin music,” says Douglas. The company hosted the artist back in the summer, and they say they noticed a spike in sales , according to the Virgin Voyage team. They also mention that one of the biggest requests from guests was for “more Latin music.”
“One of the reasons why we were so keen to lean into the Latin side is one of our major complaints on board over the past two years when we first started was actually that there’s not enough Latin music on board, even in what we call the background music and the general operation,” mentions Douglas. “From an everyday experience, we toned that up. Now, we have different Club Caliente nights, we have Plan V [resident house band] on board as well.”
“This will be the second time that Nicky’s on, but this will be the first time that Nicky has actually curated his own voyage with us,” he adds. “The point of the Nicky Jam voyage was to connect with the Central and South American countries so that we can actually bring up-and-coming talent on board the ship.”
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According to the Virgin team, the partnership succeeded in driving demand for a younger and more diverse demographic, with a strong turnout from first-time cruisers and passengers in their 20s through 40s. While financial details of the collaboration weren’t disclosed, Virgin staffers confirmed the sailing was at capacity with almost 2,600 passengers.
“[The performances] are not just a stage. It’s a curated experience where the music genre fits the venue,” Douglas adds. “You will see performances all over the ship, from the dark house, which is a softer, chilled space, to a sunset where there’s a pool. I think we’ve really massaged the musical tone and genre to the actual experience on board.”
Not everyone in attendance was there specifically for the Olas de Fuego voyage; some were returning sailors drawn to Virgin Voyages’ signature offerings, such as Scarlet Night — the cruise line’s iconic evening with live performances, interactive events, and a dress code with everyone adding a splash of red.
“We are always trying to attract a new demographic. If you’ve never been on board, or you might have never considered cruising before, but you’ve heard that this is going on, you’re now going to turn your head towards Virgin Voyages,” says Douglas. “Ultimately, I think people will come on board and feel like this is the future of cruising.”
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