Software
TV network True Sync Media is putting music into play for clients wanting customized music with Custom Channel’s no-code, no-hardware business music platform.
Photo: Custom Channels
July 2, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Putting music to a visual display sounds like an easy endeavor but within the digital signage and audio visual environment it has been anything but.
Up until recently a music integration process typically involved a combination of services, and digital signage content creators and AV integrators would likely have to tap a non-licensed music stream which brings some big risks — including costly fines or potential lawsuits.
Another option available is multiple streaming links for each screen, which brings its own set of challenges and presents more points of failure, according to Mark Willet, head of partnerships at Custom Channels, which has launched a new approach for mixing music into digital signage.
Custom Channels’ music service offers a single URL option that provides a fully licensed public music stream. That means no potential liability and no integration challenges.
«Managing music across multiple locations is clunky, if not impossible, and there wasn’t an easy way to tie the music into the overall brand experience that aligned with the visual content,» Willet said about his company’s solution in an email interview.
Custom Channels’ no-code, no-hardware business music platform, designed specifically for digital signage and CMS providers, is a turnkey, fully licensed streaming solution that made its official debut at the recent InfoComm event.
«Our platform is flexible enough to integrate with a wide range of solutions and services, like hardware providers, CMS systems, POS platforms and other companies that serve multi-location businesses. Basically, if music can enhance the experience their tech is delivering, we can plug right in and add value,» said Willet.
The industry moves to music
Given all the hurdles and potential costly risks, integrating into digital signage has long been an afterthought — a great thing to have but too much trouble to make happen.
But today’s digital signage content creators are quickly realizing music can play a huge role in visual displays resonating with viewers.
One reason is that today’s consumers are digital savvy and accustomed to having music as a backdrop to daily activities.
Brands are also quickly realizing music can help tell a more complete story to its audience.
«Music has gone from being an afterthought to a real driver of the in-store experience. Music sets the mood, grabs attention, and keeps people engaged longer,» said Willet. «It’s a powerful way to bring emotional impact to make the overall environment feel more intentional.»
That emotional impact and the opportunity to grab attention is exactly what one TrueSync Media client was looking for.
Putting music into play
TrueSync Media, a Custom Channels partner, helps businesses connect with customers via entertainment solutions that drive engagement, satisfaction and revenue growth. Its 2,500-plus custom TV screen network, which up until recently did not provide audio capability, delivers 450 million plus monthly impressions nationwide.
TrueSync Media was aware of the Custom Channels music solution and searching for the right application to incorporate it into its network and services.
That opportunity presented itself earlier this year with a national retailer wanting to use the TrueSync Media’s network but also wanted music infused into its messaging and display content.
TrueSync Media reached out to Custom Channels and a connection was made to provide the client with what it needed.
«CC was quickly engaged and responded immediately meeting every requirement and was easily integrated into our network,» Jeff Busch, chief revenue officer at TrueSync Media, said in an email interview.
The music service allows TrueSync Media clients to customize and create messaging to fit needed requirements.
«We had always discussed incorporating music but found the licensing and solutions to be a bit overwhelming,» said Busch. «This isn’t the case with CC, they have proven they can handle it all and have proven to be terrific to work with. Utilizing CC our clients can customize the music and messaging that fits their requirements, which allows us to focus on what we do best.»
About Judy Mottl
Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.
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