What Your Business Can Learn from Floyd’s 99 Barbershop
Floyd’s 99 Barbershop is more than a place for a haircut—it’s a full experience built on culture, community, and great sound. Music is a core part of their brand identity, helping Floyd’s stand out in the crowded barbershop and grooming market. The lessons from Floyd’s apply far beyond barbershops to retail, restaurants, and service businesses that want to strengthen their brand through sound.
Building a Brand Around Music
Floyd’s 99 Barbershop, founded by brothers Paul, Rob, and Bill O’Brien, has always understood that experience drives loyalty. From the start, they aimed to create a place that felt different—a shop where people looked forward to their visit. As Bill O’Brien told Franchise Times, “We’ve made it an experience, where not only was it not a chore, they were actually looking forward to it. They look forward to the music, it’s the greeting at the door.”
The atmosphere reinforces that promise. The walls are covered in photos of musicians like Madonna, The Beatles, and The Sex Pistols. And the soundtrack? It’s as iconic as the décor. The music is so popular that Floyd’s offers a custom Floyd’s 99 Radio station online, powered by Custom Channels, so customers can listen even when they’re not in the chair.
From Chaos to Consistency
In the early days, Floyd’s allowed each barbershop to choose its own music. But with dozens of locations, that freedom created confusion around their music-centric brand image and inconsistent customer experiences. According to the Floyd’s 99 Barbershop Case Study, “They quickly realized that leaving the music in the hands of individuals could create confusion around their brand image—but they knew they wanted to keep employees engaged.”:contentReference[oaicite:0]{index=0}
To solve this, Floyd’s partnered with Custom Channels to build a branded, consistent soundtrack—Floyd’s 99 Radio—a curated, real-time music stream that matches the energy and vibe of every shop. Custom Channels also developed a request system so employees could engage with the playlist, make requests, and record shout-outs. This balance of structure and creativity kept the Floyd’s sound fresh while maintaining a unified brand voice across all locations.:contentReference[oaicite:1]{index=1}
Music as a Core Brand Element
“Music runs through the entire customer experience,” said Karl Wimer, head of marketing for Floyd’s 99. “It’s in our radio station, our wall art, and our local promotions. The volume is up, and our music is front and center. Customers love it.”
That consistent brand sound helps Floyd’s connect emotionally with customers. It transforms each shop into a reflection of the brand’s Rock N’ Roll spirit and helps reinforce their brand identity in every interaction.
Efficiency, Licensing, and Employee Engagement
Partnering with Custom Channels didn’t just improve the atmosphere—it saved Floyd’s time and money. “We spend less now than we did by licensing on our own—and it’s far less hassle,” said co-founder Rob O’Brien. Custom Channels handles all music licensing with ASCAP, BMI, and SESAC, ensuring every Floyd’s location stays fully compliant with U.S. copyright law.
This partnership also empowered employees. Through the Floyd’s 99 Radio system, staff could contribute song requests and shout-outs—keeping them connected to the culture while maintaining consistent sound across all locations.
Case Study Highlights
- Challenge: Inconsistent music across locations led to confusion around Floyd’s brand identity and customer experience.
- Solution: Partnered with Custom Channels to develop Floyd’s 99 Radio—a curated, brand-specific station streamed in all locations and online.
- Result: A unified, licensed music experience that reinforces Floyd’s Rock N’ Roll brand, engages employees, and keeps customers connected even after they leave the shop.
Experience the Sound of Floyd’s
Floyd’s shows how music for business can balance employee engagement and brand recognition. Whether you run a barbershop, restaurant, or retail store, consistent, licensed, and curated music makes your brand unforgettable.
Listen to Floyd’s 99 Radio to experience the sound of their brand—or contact Custom Channels to start building your own branded music station today.
Download the full Floyd’s 99 Case Study (PDF)
Excerpted and adapted from the Floyd’s 99 Barbershop Case Study and interviews with Floyd’s founders and marketing team. Additional background via Franchise Times.
