Sound shapes how people feel about your brand
before a single word lands.
Jeremy’s path into sonic identity began on land — as a talent buyer managing over 240 lounge and small-cap bookings per month across casino venues in Arizona, Seattle, and Texas. He then took the leap to sea with Virgin Voyages, where over six years he shaped the brand’s sonic identity across live performance, electronic music, and background music programming.
He created a Sonic Identity Brand Bible that defined how over two dozen distinct music zones change throughout the day — supporting the Virgin vibe while improving restaurant and venue operations across every ship. The result? Virgin Voyages was named Best Cruise Line for Music Fans by Rolling Stone in 2025.
“The music doesn’t decorate the movie. It makes the movie. The same is true for a venue. A brand. An experience.”
— Jeremy LarochelleResearch, insights, and field-tested thinking on sonic branding, music strategy, and concert consumer behavior.
Most brands think they have a music strategy. They have a playlist. There’s a difference. A big one. And understanding…
Ever notice how the best movies don’t always need to be loaded with popular music hits? Maybe it’s an…
In 2025, Rolling Stone named Virgin Voyages Best Cruise for Music Fans. Awards are easy to celebrate and hard to…
I have been with Virgin Voyages since Scarlet Lady set sail from the shipyard. During that time, I established…
If you’ve got 13 minutes and want to learn… 🤘 How I almost “made it” and crashed and…
The people you meet as a musician are incredible. This is the story of one of the best people I…
Your brand has a sound. Let’s find it — and make sure every room knows you’ve arrived before you say a word.
Connect with Jeremy