Virgin Voyages Releases New Music Video For “Karma Chameleon”
When Sir Richard Branson first dreamed of a cruise line, it was with a vision of running it “by 30 year olds, where we can have a blast.” He later turned that dream into a reality when Virgin Voyages launched its fleet last summer. The brand offers relaxing, exclusively adult (18+) sailings on four Lady Ships – Scarlet Lady, Valiant Lady, Resilient Lady and Brilliant Lady – that are designed for discerning travelers seeking an unforgettable vacation at sea.
One of the key aspects of a Virgin cruise experience is its emphasis on music. The first ship, Scarlet Lady, will feature an on-board record shop called Voyage Vinyl and a bookable karaoke and gaming lounge, The Groupie, that’s also a performance space for live sets by Scarlet Lady’s resident DJs. The cruise will also host curated music and performances by up-and-coming artists and music trendsetters.
In an effort to create a spirited atmosphere on its ships, Virgin Voyages has teamed up with singer/songwriter Drew Love of the band THEY to release an upbeat music video inspired by the 1983 Culture Club hit, “Karma Chameleon.” The video is a part of the new brand campaign, “Now We’re Voyaging.”
This high-energy video was created by award-winning Swedish director Jonas Akerlund in partnership with Virgin Voyages, and features a musical reimagining of the original “Karma Chameleon” song. The video, which is now available on YouTube, captures the essence of a hip and happy vibe on a Virgin Voyages cruise.
The video is a celebration of the uniquely exclusive Virgin Voyages experience and was filmed onboard the brand’s first ship, the Scarlet Lady, by Swedish filmmaker Jonas Akerlund. Akerlund has been internationally acclaimed for a range of creative projects, including feature films, commercials and music videos for many major pop stars.
Using a reimagining of the classic tropical house tune, the video captures the essence of what it’s like to sail on a Virgin Voyages cruise and reflects moments of relaxation such as sunset yoga, the serenity of vacationing at sea and the feeling of transformative freedom. The music video was created by VMLY&R, the marketing and brand consultancy firm based in New York, working with renowned Swedish filmmaker Akerlund to deliver an immersive video that will inspire people of all ages to book their next trip.
Virgin Voyages is the latest brand from Richard Branson, founder of the Virgin Group. It offers a variety of luxury experiences, including a tattoo parlor, a drag brunch and a blow-dry bar, as well as 20 Michelin-star restaurants and Rockstar Quarters. It is currently launching itineraries to more than 100 awe-inspiring destinations worldwide.