Sports and lifestyle apparel brand Vans is entering the virtual music livestreaming arena with the launch of its “Channel 66” digital broadcast network on Wednesday.

Promoted by Vans as “Community radio meets public access TV,” Channel 66 will air live audio and video broadcast content every weekday from studio hubs at The General in New York City, House of Vans in Chicago, Mexico City (Channel 77 will also broadcast Spanish language shows), and Vans DTLA in Los Angeles.

Music fans and curious onlookers will be able to tune into the channel’s industry-curated mix of streamed DJ sets, radio shows, talks, workshops, and musical performances across music, art, action sports, and community, according to the announcement. The planned programming to air on the virtual video platform will include Chessboxing with GZA, New Direction New York Hardcore show with rock producer Walter Schreifels, Afropunk’s Channel Interference, poetry and spoken word lyricism by Young Chicago Authors, The Girl Ultra Show which will connect the brand’s trademark worlds of music and fashion, Chance The Rapper‘s Social Works centered around his philanthropic work in Chicago, and the All Ages Show which will highlight Los Angeles’ DIY and punk heritage.

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Daily broadcasts will begin every weekday starting at 11 a.m. ET (Friday nights will also offer up live performances and DJ sets) beginning on Wednesday with sets from Japanese Breakfast, Duckworth Four Tet, and more.

“Vans is such an IRL, grassroots brand, things like Vans Warped Tour and House of Vans, that really is our strength and preferred approach,” Vans lifestyle marketing representative Brooke Burt told Billboard with Wednesday’s announcement. “So this was definitely a muscle we had to build and learn to flex. How do we be ourselves, but how do we transition to the digital space? Channel 66 is the concept we landed on.”

Head to the Channel 66 page on the Vans website for the full listing of channel programming, schedule, and the main video feed.


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