SeaWorld orchestrated the season's most buzzworthy musical event series, making headlines across the summer.
In an unexpected turn of events, SeaWorld, the popular theme park known for its marine life exhibits and rollercoasters, found itself at the forefront of a cultural phenomenon in 2025. The park's concert series, which had been ongoing since 2019, took a dramatic turn when it began featuring '90s and aughts hip-hop and R&B artists.
Tyler Carter, the park's president, and Jackie Plaza, the VP of Marketing, noticed that shows featuring these musical genres had the most impact. They decided to book artists like Fat Joe, Bow Wow, Ying Yang Twins, Ginuwine, Miss Trina, Joey Crack, The Ying Yang Twins, Waka Flocka Flame, Beyoncé, Kendrick Lamar, SZA, Lady Gaga, and The Weeknd, among others. These artists, performing in the unlikeliest of venues, became the draw that brought in large crowds.
The strategy was aimed at netting a significant cultural return by leaning into the gleeful dissonance of pairing these artists with SeaWorld's family-friendly image. The executives realized that focusing on a specific genre allowed them to take a something-for-everyone approach generationally, rather than genre-wise. This strategic move was a highly calculated response to data that had been accruing for years, with the intention of revitalizing attendance post-pandemic.
The concert series became one of the season's most reliably viral sensations, surprising even the SeaWorld executives. The weekly newsletter Tap In, published by GQ senior associate editor Frazier Tharpe, often featured updates and reviews from the series.
The entertainment team at SeaWorld also noticed a trend of nostalgia with certain artists, such as Ashanti, Bow Wow, and Soulja Boy. These artists, whose beats go back to earlier genres like Motown and disco, resonated with a wide range of generations. The series was aimed at casting a wide net generationally, rather than genre-wise.
SeaWorld's concert schedule had previously included a wide array of genres, including Christian rock. The decision to focus on aughts hip-hop and R&B in 2025 was a strategic move that paid off, transforming SeaWorld from a family-friendly theme park to a must-visit destination for music lovers.
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