Custom Channels has delivered a music-focused retail activation for California-based fashion brand Aviator Nation, using its licensed streaming platform to power a three-day in-store Grateful Dead experience across two San Francisco locations.
Timed to coincide with the band’s 60th anniversary celebrations in Golden Gate Park, the event ran from August 1-3 and featured a Custom Channels-curated Grateful Dead playlist that integrated with Aviator Nation’s existing streaming infrastructure. The company says the activation helped to accelerate the retailer’s broader rollout of the Custom Channels system across 18 locations.
Designed for commercial use, the platform provides curated, fully licensed background music, tailored for brand identity and free from the licensing risks associated with consumer streaming services. It also supports in-store messaging, branded content, and remote playlist scheduling without dedicated hardware.
For the activation, Custom Channels rapidly delivered a playlist takeover of era-appropriate tracks in under 48 hours, aligning with Aviator Nation’s vintage music aesthetic and surf-rock retail branding.
Lizzie DeGroat, regional manager and national retail event director at Aviator Nation, said: “Music has been part of our brand from day one. We play mostly ’60s and ’70s rock to maintain our aesthetic, and Custom Channels has been instrumental in curating that feel in a licensed, consistent way.”
Jeremy Bookman, director of sales at Custom Channels, added: “Most providers wouldn’t pause their programming for a two-store, three-day event. But for us, it was a no-brainer. This wasn’t just a Grateful Dead playlist – it was a cultural moment – and it segued perfectly with the concerts.”
The curated stream was part of a wider store transformation that included themed signage and collectables. Custom Channels says the event also served as a proof point for its platform’s flexibility and branding value in commercial settings.
