Can Latin Music Rule the Waves? Inside Virgin Voyages’ First Latin-Centric Cruise With Nicky Jam

Can Latin Music Rule the Waves? Inside Virgin Voyages’ First Latin-Centric Cruise With Nicky Jam The specialty sailing offered Nicky Jam-inspired flash tattoos, pancakes from La Industria Bakery, and a lineup of rising Latin artists. Bold Man Media 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. 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. The Puerto Rican artist reflected on his association with Virgin before his performance, emphasizing 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 . “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...

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