Launching XM
25 years ago, before the iPhone, before streaming, before podcasting, a group of rebels gathered in a giant abandoned printing plant in a sketchy part of Washington DC to launch a revolution that would lead to all those technologies.
Their mission was simple; do to FM radio what FM did to AM radio. Reinvent it. Now, with two satellites hovering over the U.S. you could drive from coast to coast and listen to the same radio station, never losing reception or hearing static.
Many major music icons like Quincy Jones, Wynton Marsalis, Snoop Dog, and Tom Petty signed on to play major roles in content creation. They were joined by stars from other industries like sports figures Cal Ripken, Scott Van Pelt and Coach Mike Krzyaewski.
Much of what we accept today as music, news, sports and streaming were innovated at XM. This is the story of how it all came together and made media history.
Marketing something new
Selling the "Revolution!"
While everyone knew what radio was, what the heck was satellite radio?"Â How it had to be explained to be sold.
Creating the Content
The original XM radio lineup was an exercise in "thinking outside the box." How to "reinvent" radio.Â
"Where the magic was made. 82 digital studios at the Washington DC headquarters. A broadcast facility unparalleled in the history of broadcasting. It was completely digital. Each studio was tied to the largest single computer server ever delivered to a non-military client by IBM at the time"
Pulling it all together
Putting XM Satellite Radio on the air was a massive undertaking requiring brand new technology to allow a radio signal to hit a moving car traveling at 70 miles an hour across the open highway from coast-to-coast. The company was founded in 1992 and it took nearly nine years to launch the first satellite.
On March 18, 2001 XM's first satellite "ROCK" successfully launched into orbit. Bringing the dream of satellite radio to reality required reaching a number of technological milestones. The two satellites, the most powerful communications satellites every built by the industry's leading manufacturer, Boeing Satellite Systems International.
Quincy Jones said "At a time when music is relatively stagnant, XM will be a breath of fresh air by opening up America's ears to an incredible array of sounds that people need to hear... Jazz music from the streets of Chicago to new rhythms from Cuba... it'll all be there, on XM.