Whole Foods Market is known for its community-driven approach and vibrant store culture, so it’s no surprise that the company’s in-store music reflects the same personality. With Custom Channels, Whole Foods Market created a unique branded music experience called Whole Foods Market Radio. It combines curated music and custom in-store messages voiced by team members to create a soundtrack that feels personal, authentic, and unmistakably Whole Foods.
Turning Music Into a Brand Voice
One of the ways we make our music channels truly customized for our clients is through custom messaging between songs. This approach transforms the in-store music experience into a branded communication tool that entertains, informs, and connects with customers. For Whole Foods, that means creating a channel that reflects its warm, human, and community-focused values.
Team Members at the Mic
Whole Foods Market Radio features the voices of real employees, team members, and store leaders who record friendly messages, greetings, and announcements that play between songs. “Team members love being part of WFM Radio because they see it as their channel, not somebody else’s piped-in music,” says Josh Keesy, Director of Operations at Custom Channels. “Whole Foods employees really have fun while they’re working, so having their own music channel with occasional colleague voices welcoming and thanking shoppers adds to the unique Whole Foods atmosphere. It’s not canned or corporate.”
Music That Matches the Whole Foods Shopper
Custom Channels has been the music partner for Whole Foods Market for many years, starting with the original Boulder Pearl Street store. As Boulder Weekly reported, “Our first and biggest client for many years was Whole Foods Market,” says Custom Channels co-founder John Rahn. “We started with the Boulder Pearl Street store and by 2019, we were streaming music to 450 locations. We made sure it sounded different than the music at King Soopers or Safeway and appealed to the sensibilities of the Whole Foods shopper.”
That attention to sound is what sets Custom Channels apart. The playlists at Whole Foods Market were designed to reflect the energy and values of their customers, blending modern artists, upbeat indie, and global sounds with a natural, feel-good tone. It’s a carefully tuned balance between familiarity and discovery, crafted to feel fresh and local in every store.
How It Works
Custom Channels makes it easy for clients like Whole Foods to record and share their messages. Employees can record quick audio clips right from their phones or call into a voicemail line. Those recordings are automatically sent to Custom Channels for editing and production. We also offer professional audio production and voiceover services for businesses that want a polished sound or branded tone for seasonal promotions, events, or announcements.
Authenticity That Resonates
Because Whole Foods team members are the ones recording the messages, shoppers hear familiar voices that build trust and connection. The combination of handpicked music and authentic messaging creates a listening experience that is engaging, warm, and consistent across all stores. It is a sound that feels like Whole Foods, local, thoughtful, and full of character.
More Than Background Music
Custom Channels helps brands like Whole Foods Market go beyond background music by combining expert curation, professional audio production, and custom messaging. The result is a unified sound strategy that strengthens brand identity and enhances the customer experience.
If your business wants to create a branded music channel that connects with your customers in the same way, contact Custom Channels to learn how to get started.
