Sixthman brings fans and artists together for immersive festivals on the high seas!
If you’ve ever wavered between buying the best concert tickets to see your favorite band or booking that cruise you’ve always dreamed about, you actually don’t have to choose. And it’s all thanks to Sixthman, an experiential travel company that breaks the barrier between fans and artists by creating community-inspired vacation experiences at sea.
“Think of your typical multi-stage music festival at a park, except the park is a ship that contains everything you need or want for an immersive experience,” says CEO Jeff Cuellar, the Buckhead-area resident who took the reins of the company in 2024. “We take away all of the challenges, like parking, traffic and hotels, and provide VIP event value with a vacation. As guests disconnect from the hassle of everyday life, they connect with each other and the talent in a way that is challenging to replicate on land.”
The idea for these three- to five night excursions derived from founder Andy Levine, a concert promoter who had a deep understanding of the connection between artists and their fans. In 2001, he wondered how he could give fans a different experience. A chance encounter with a travel agent on a flight one day brought forward the concept of a cruise ship takeover. Soon after, The Rock Boat set sail with the band Sister Hazel and 400 fans. “It marked the first time guests experienced more than just bands on a stage,” Cuellar says. “It really invited them to vacation alongside their favorite artists, tearing down the usual wall between talent and a fan. That shift from a fan at a concert to a fellow guest on vacation is what turned a one-off idea into the repeatable business model that is Sixthman.”
This year, Sixthman celebrates 25 years of bringing together hospitality, entertainment and shared passion in a unique way. During that time, the company has hosted 242 festivals, catered to more than 544,000 guests and set the stage for more than 3,600 artists. And the festivals have gone beyond music of all genres, tapping into comedy, sports, television and film, Broadway and the culinary world. From Edwin McCain, Train, and Jon Bon Jovi to the Hallmark Christmas Cruise and Chefs Making Waves, there’s something for everyone. In 2012, Norwegian Cruise Line acquired Sixthman, allowing the latter to focus on talent curation while the cruise company took over logistics, operations and event production. Now guests get up close and personal with their favorite talent on the Norwegian Jewel class of ships while enjoying port stops and days at sea.
“Today more than ever, people are craving community and a good reason to get out from behind the screen so they can experience life,” Cuellar says. “When built around their passion, we are that reason.”
2026 is a record-setting year for Sixthman with 15 new voyages and expansion into new categories, and Cuellar looks forward to what comes next. “When I stepped into this role, I realized it wasn’t to build more music cruises; it was to scale that same special feeling that built the brand through impactful hospitality. The main goal we have for the future is to continue to find passionate communities, so we can build a special place for everyone to be together. Imagination is our only limitation.”
SIXTHMAN
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