Answers to Your Questions About Switching to a Different Music Service
Q&A with Custom Channels Account Executive Mark Willett
Switching to a new music-for-business service can feel like a big decision — especially if you’ve been using the same provider for years. To help you understand what makes a great in-store music experience and why so many companies are making the switch to Custom Channels, we sat down with Account Executive Mark Willett to answer the most common questions from business owners and managers.
Common Music Problems Businesses Face
CC: What are the most common problems you hear from businesses about their current music service?
Mark: First and foremost, the music gets stale. When I talk to a company that’s had the same corporate provider for years, it usually means they’ve been hearing the same songs, the same genres, and the same vibe for far too long. There’s been little to no attention given to keeping the playlists fresh — and often, there’s nobody dedicated to improving it.
CC: So they don’t have a dedicated music rep?
Mark: Exactly. If they do have someone, it’s often a sales rep — not a music expert. Their focus is selling, not creating better playlists. Many businesses also tell me they can’t make simple changes to their music — like adding a few songs they love or removing ones that don’t fit. That’s frustrating. With Custom Channels, they get curated playlists designed by professionals, but with flexibility and control built in.
And I hear this all the time: the technology doesn’t work, and there’s no support. When something breaks, nobody answers the phone or emails back. The two biggest pain points are always the same — outdated music and unreliable service.
What Makes Custom Channels Different
CC: There are a lot of music options out there. What makes Custom Channels stand out?
Mark: Our library is thoughtfully curated — by real people, not algorithms. That might surprise some business owners who expect every song ever made. But our approach is intentional: we choose songs that make sense in a business environment. Our motto has always been, “what you leave out is just as important as what you leave in.”
Every track in our system has been reviewed and organized by our expert music team. We pay attention to flow, transitions, and mood — creating soundtracks that fit the rhythm of a business day. This isn’t consumer music; it’s music built for brands.
The Right Music for Customers and Employees
CC: How does a business know what kind of music to play?
Mark: They might not — and that’s totally fine. That’s what we’re here for. Based on our experience, we can recommend what works best for your brand and audience. Some business owners have strong personal tastes; others rely on demographics or customer data. We can adapt to both. The goal is to create a sound that reflects your identity and fits your environment.
CC: What’s trending right now for in-store music?
Mark: A lot of clients are loving modern, beat-driven playlists — think chill, lo-fi, ambient grooves that mix instrumental and vocal tracks. They’re relaxed but polished — great for creating atmosphere without distraction. Perfect for lobbies, retail, or hospitality settings.
CC: Should the music be chosen for customers, employees, or both?
Mark: Both. Customers are the focus, but employees are the ones listening all day. Bad or repetitive music burns out teams fast. The key is balance and variety — enough consistency to feel on-brand, but enough freshness to keep everyone engaged.
CC: Should employees pick the playlists?
Mark: It can work as a morale booster — like letting an “Employee of the Month” curate a special playlist — but in general, the brand sound should come from leadership. Music is part of your brand identity, just like visuals or voice. Our job at Custom Channels is to translate that identity into a soundtrack that fits perfectly.
Music and the Customer Experience
CC: How much does music actually influence the customer experience?
Mark: A lot. In lively spaces like restaurants or entertainment venues, music should be upbeat and familiar — something that gets people smiling and staying longer. In trendier retail stores, customers love discovery: a cool track they’ve never heard before. That mix of familiarity and surprise shapes how people feel about your brand. Music defines your atmosphere — it’s your silent brand ambassador.
CC: Do customers really notice background music?
Mark: Absolutely. They notice when it’s great — and when it’s off. Good music blends seamlessly into the environment while enhancing mood. Bad music sticks out and distracts. It’s one of the fastest ways to either elevate or ruin the vibe.
CC: How do you handle businesses with multiple locations?
Mark: Easy. We can assign each location its own channel within brand-approved guidelines. Our dashboard makes it simple to manage everything — even across hundreds of stores — from one place. You get consistency with flexibility.
CC: Should businesses change genres daily to “mix it up”?
Mark: I don’t recommend that. Constantly changing genres confuses your sound identity. Music should evolve naturally, but it should always sound like you. Your music should have a fingerprint — not a shuffle button.
Music Licensing
CC: Do most business owners know they need licensed music?
Mark: About half do — the rest usually find out the hard way. Services like Spotify, Apple Music, or YouTube are not licensed for commercial use. With Custom Channels, everything is covered — royalties, rights, and reporting — so you’re always compliant. No hidden fees, no surprises.
Quick Switch to a Better Music Service
Switching to a new music service is fast and easy. We start with a quick consultation to learn about your business and your customers. From there, setup is plug-and-play. Our players are guaranteed for life, ship free, and connect seamlessly to your network. Within days, your business sounds completely refreshed — with curated playlists, full support, and a reliable system built for business.
Got questions about switching? Contact Mark Willett directly at MarkWillett@CustomChannels.net or visit our Contact page to get started.
Better sound. Better service. Better experience. That’s the Custom Channels difference.
