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In addition, RCA quickly figured out how to make a stackable version of 45s, which was important to jukebox manufacturers.

The 45вЂ™s cost advantage also meant it was the primary way labels delivered singles to thousands of radio stations across the country for local airplay. The 45 was far cheaper for consumers than a 78 album, which was important given the high cost of record players and the ubiquity of free (singles-focused) radio. The music industry coalesced around this format (and its runtime) for a variety of tech-based reasons. This length was reaffirmed by the first mass market standard for consumer media: the 45 RPM vinyl single, which launched in 1948 and held roughly three minutes. This meant that after centuries of variability, music suddenly had a defined run-time. The 78 (as in 78 rotations per minute) came in a 10-inch version that held three minutes of music and a 12-inch version that held four. When the flat record first emerged in the 1850s, it standardized around the 78. Consider the following triptych, which covers seven decades, two decades and one year, respectively. Music offers a great view into the interplay between technology, business model and content. And as we know, technology is in a constant process of change.Д¬hapter 1: How Technology Created Recorded Media, Then Continually Redefined It This is because technology not only enables content categories, it defines their business models and shapes the content, too. While the above might seem preoccupied with theory and philosophy, all analysis of the past and future of a given media category must start from the fact that media is technology. This focus on delivery ignores the classic definition of media: вЂњ outlets or tools used to store and deliver information or data.вЂќ

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Spotify, for example, is an internet streaming music service, while iTunes is a download music service, SiriusXM is satellite broadcast music service, and radio is a terrestrial broadcast technology. Instead, we think of technology as being used to express media, rather than media itself. As most of the major media categories - music, video and video games - have existed for decades, we tend to forget that media is technology.

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