Norwegian Launches “Free the Beat” Program

Norwegian Cruise Line has announced an exciting new partnership with Andy Grammer, Family Affair Productions and Warner Chappell Music to curate Norwegian’s first-ever global music library. The “Free the Beat” program will provide a platform where the music industry's best songwriters, artists, talent and creators have the freedom to develop curated content inspired by the world's most beautiful destinations. This new and exclusive content will later be available on board Norwegian cruise ships, bringing the cruising experience to life with destination-inspired onboard playlists.

Announcing the "Free the Beat" Program

As part of the new initiative, the “Free the Beat” program will host exclusive songwriter cruises that will lead to the releasing of never-before-heard uncut tracks from world-renowned music powerhouses, Family Affair Productions and Warner Chappell Music. Family Affair Productions is a boutique production company whose producers and songwriters have created multiple worldwide hits from artists like One Direction, Maroon 5, and Jason Derulo. Warner Chappell Music, the global music publishing company of Warner Music Group, is home to a wide array of legendary songwriters (Steve Aoki, Beyoncé, Blur, Eric Clapton) and a rich catalog of contemporary hits and influential standards.

Multi-platinum recording artist and songwriter Andy Grammer, whose song ‘Good to be Alive (Hallelujah)’ can be heard in one of Norwegian’s latest advertisements, will host the first songwriters' cruise. Select songwriters will be invited to sail on board the recently revitalized Norwegian Joy on a seven-day cruise to Alaska from Seattle. The goal is to inspire content creation through the world-class experiences available on board and ashore within the destinations they will visit.

“The place that you’re in affects the art that comes out of you,” said Andy Grammer. “In my career, I’ve been lucky enough to do writing trips around the world and can’t think of a cooler place than Alaska to feel inspired to create. I am thrilled to be a part of this amazing program with Norwegian Cruise Line and can’t wait to experience their first songwriters cruise and kickoff of the music library.”

Norwegian Hosts Songwriters Cruise

During the cruise, the artists will have the opportunity to enjoy the freedom and flexibility that sailing with Norwegian provides through its breadth of innovative experiences. Onboard offerings include the world’s only racetrack and open-air laser tag arenas at sea; over 30 restaurant and lounge options; Broadway-caliber entertainment; and design elements that bring guests closer to the beauty of the ocean, such as the Waterfront, a quarter-mile promenade complete with outdoor dining and lounging, as well as the Observation Lounge, offering unobstructed 180-degree views. Norwegian Joy is currently cruising her first Alaska season, to be followed by a repositioning Panama Canal cruise in October, and later to her new home port of Miami.

“We are dedicated to providing meaningful experiences to our guests and leveraging new and innovative ways to connect with them,” said Meg Lee, Senior Vice President and Chief Marketing Officer for Norwegian Cruise Line. “Music is a universal way to engage with people, and the ‘Free the Beat’ program will allow us to enhance our storytelling with exclusive content created 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 with music that aligns with our brand, connects guests to the nearly 300 destinations we visit and showcasing it around the globe.”

The first songwriters cruise will take place in August aboard Norwegian Joy with Andy Grammer and Family Affair Productions. The seven-day voyage to Alaska will begin in Seattle with calls to Ketchikan, Juneau and Icy Strait Point, Alaska; as well as Victoria, British Columbia. The second cruise will be announced later this year and will be in collaboration with Warner Chappell Music songwriters.