Cruise Line Names Two Music Partners

Holland America Line, a division of the cruise line Carnival, has teamed with two big names in music for new onboard features–Billboard and the Lincoln Center.

April 6, 2018

Cruise Line Names Two Music Partners

Holland America Line, a division of the cruise line Carnival, has teamed with two big names in music for new onboard features–


and the Lincoln Center.

Using 50 years of chart-topping hits as its framework, Holland America will debut a new live, interactive music experience called Billboard Onboard as part as part of the Music Walk complex on the line’s new ship, the ms Koningsdam, when it sets sail in April 2016. 


is the authoritative voice in the music industry. We are excited to expand our influence to interesting concepts that make sense for the brand,” says John Amato, co-president,



The Hollywood Reporter.

“The inherent trust we have with our audience brings credibility and power to this new music venue and allows artists another platform to share their talents.”

Billboard Onboard will showcase live musicians, including two pianists, a guitarist and a DJ, who will put on shows centered around highlights of the music industry as chronicled by


. Between nightly sets and songs, guests will also be able to sing and play along with trivia questions presented on screens throughout the room.  

“Our guests love music that spans all genres, and Billboard Onboard is the perfect way to showcase a wide range of popular hits under one roof,” says Orlando Ashford, president, Holland America Line. “We’re thrilled to partner with


to debut a venue that will cater to all ages and nationalities.”

The cruise line has also teamed up with famed New York performance complex, the Lincoln Center for the Performing Arts, for a second onboard music activation that will be called Lincoln Center Stage.

The live music venue will feature a chamber music ensemble that will perform multiple programs nightly. The ensemble also will occasionally play afternoon recitals.

Lincoln Center Stage will debut alongside Billboard Onboard as part of the Music Walk complex on the ms Koningsdam, as well as on the ms Eurodam in January 2016 and the ms Oosterdam in April 2016. Programming on additional ships will be announced at a later date.

"Classical music has been one of the many hallmarks of a Holland America Line cruise, and to partner with an organization as esteemed as the Lincoln Center takes our program to an entirely new level," says Ashford. "We are excited about this opportunity and look forward to bringing the best of this musical genre to our guests."

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