Maybe that is implemented with MPRemoteCommandCenter.
Here is example...
MPRemoteCommandCenter *remoteCommandCenter = [MPRemoteCommandCenter sharedCommandCenter];
[[remoteCommandCenter skipForwardCommand] addTarget:self action:@selector(skipForward)];
[[remoteCommandCenter togglePlayPauseCommand] addTarget:self action:@selector(togglePlayPause)];
[[remoteCommandCenter pauseCommand] addTarget:self action:@selector(pause)];
[[remoteCommandCenter likeCommand] addTarget:self action:@selector(like)];
Implement this code, play music on your app, and lock your iPhone. You will probably see a customized lock screen.
Note - Menu can be customized label, but it can not customize icon image and number of row.