Sixthman is a household name among travel advisors who regularly book theme cruises — but for agents unfamiliar with the company, Sixthman specializes in producing themed music and fan voyages, chartering entire cruise ships to create immersive trips centered on artists and pop-culture communities. Events include bespoke onboard programming, from exclusive performances to engaging fan experiences.
We sat down with CEO Jeff Cuellar to discuss the growing world of fan-driven sailings, and learn why travel professionals should be as hyped as he is about the upcoming voyage roster available for sale.
For those not familiar with Sixthman, how would you describe its history and charter operations?
Sixthman originated in 2001 with [founder] Andy Levine asking the question: “How can we bring the most passionate fans together in a way that breaks down the barrier between fans and artists?” A chance encounter with a travel agent on a flight answered that question with a cruise ship takeover.
Ultimately, with [the band] Sister Hazel and 400 fans, “The Rock Boat” was launched. The vacation was a huge hit among fans and the artists, allowing fans to not just watch a show but experience an unforgettable vacation around their passion. The trip marked the birth of music festival cruises and Sixthman.
Today, fans can still experience the same joy felt on “The Rock Boat” with Sixthman. A typical charter is three to seven nights, blended with days at sea and port stops and all built entirely around a shared passion, whether that is music, comedy, film and television, chefs or wrestling.
How has the company evolved since? And what ships are currently in service for your charters?
In 2012, we moved to a partnership with Norwegian Cruise Line, which allowed our team to truly develop partnerships on the venue side. Instead of looking at events as one-offs where they could fit into the cruise calendar, we could be more strategic in creating seasons, thus allowing for efficiency all around.
While the Jewel Class of ships is our bread and butter because they are laid out to provide that perfect mix of size, intimacy and the ability to create an immersive experience, we have also expanded to other ships, such as Norwegian Joy. This allow us to use [different] offerings — for example, a go-kart track — to provide an even more unique experience.
Besides music cruises, what other theme cruises does Sixthman organize?
Aside from our infamous music cruises, in our company’s 25 years, we have curated experiences across pop culture, wrestling, television, sports and food. This fall, we have Hallmark and Chefs Making Waves taking over Norwegian Joy, as well as Chris Jericho’s Rock N Wrestling Rager at Sea and Bert Kreischer’s Fully Loaded Comedy Festival taking over Norwegian Jewel.
/Jeff-Cuellar-CEO-of-Sixthman-celebrates-25-years-o.jpg?tr=w-768%2Ch-432%2Cfo-auto "Jeff Cuellar, CEO of Sixthman, celebrates 25 years of bringing fans together through immersive theme cruises.")
Jeff Cuellar, CEO of Sixthman, celebrates 25 years of bringing fans together through immersive theme cruises.
Credit: 2026 Sixthman
What is your vision for the future of fan-driven theme cruises?
Our future is bright, with 2026 shaping up to be a record year for us, including roughly 15 new planned voyages and expansion into new categories. The main goal we have for the future is to continue to find passionate communities, wherever they may be, so we can build a special place for everyone to be together.
The main goal we have for the future is to continue to find passionate communities, wherever they may be, so we can build a special place for everyone to be together.
Today, more than ever, people are craving community and a good reason to get off their screens so they can experience life. When built around their passion, we are that reason.
How does Sixthman work with travel advisors looking to book cruises for their clients?
We love to work with travel agents to help book a trip of a lifetime for their clients. With the partnership, our team will handle all of the logistics onboard the ship, while travel agents typically assist with the logistics of getting there. Those who book their clients for a Sixthman event receive a 10% commission on the net cabin fare, which is payable upon the completion of the event. All agents can register and submit their agency documents through our website.
Are there any particular cruises on the horizon worth promoting to the advisor community?
With 2026 being our 25th anniversary, there is a lot on the calendar for agents to get excited about. We are continuing to expand our non-music lineup, so agents working with comedy, sports, wrestling or pop culture fans now have real inventory for their clients.
