Aviator Nation, the lifestyle brand inspired by a 1970’s-era California vibe, wanted to mark the 60th anniversary of the iconic (and apparently undying) Grateful Dead. During a three-night “Dead & Company” celebration that attracted 180,000 Dead Heads to San Francisco’s Golden Gate Park in early August, Aviation Nation created an immersive sonic and visual environment at its two stores located in Haight-Ashbury, considered the band’s birthplace.
The retailer collaborated with Custom Channels, a business-focused licensed music streaming platform that it has been working with since fall 2024. Custom Channels quickly curated and deployed a Grateful Dead playlist takeover at the two San Francisco stores from Aug. 1-3 to coincide with the anniversary shows. In addition to the audio experience, Aviator Nation also created an immersive visual environment with in-store signage, sidewalk art and collectible stickers, all designed to extend the Dead’s legacy beyond the stadium and into the streets.
The playlist reflected not just the Grateful Dead’s biggest hits but a spectrum of tracks designed to align with the Aviator Nation vibe, helping ensure the activation felt organic to the space rather than simply promotional.
“Music has been part of our brand from day one,” said Lizzie DeGroat, Regional Manager and National Retail Event Director at Aviator Nation in a statement. “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.”
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Event’s Success Leads to Chainwide Deployment of Music Streaming Service
Within weeks of the activation, Aviator Nation committed to expanding Custom Channels to its entire store fleet — a total of 18 stores (one store, a music venue-based site, has been excluded). The retailer is now exploring additional activations with Custom Channels around artist launches, local festivals and retail-driven music tie-ins.
The Custom Channels platform offers wholesale pricing for multi-location brands, optional in-store messaging and branded audio content as well as fully compliant public performance licensing.
“This wasn’t just a win for the weekend — it was a turning point in the partnership,” said Jeremy Bookman, Director of Sales at Custom Channels in a statement. “The Dead event helped demonstrate the value of branded music as an emotional driver and business differentiator. That realization pushed the rollout forward.”
