In 1998, in the wake of Denniz Pop’s death, Max took the reins at Cheiron Studios, and later that year, as the writer and coproducer, he helped redefine what the term global success even means. So here is where the late-’90s teen-pop supernova begins in earnest, with Britney’s “. Baby One More Time,” also the title of her 1999 debut album that sells 25 million copies worldwide, which is just a flabbergasting number. At this point, the music industry is in its Caligula phase, whatever that means to you. In 2009 the journalist Steve Knopper published a book quite instructively titled Appetite for Self-Destruction: The Spectacular Crash of the Music Industry in the Digital Age, and he wrote, “Teen pop was one last squeeze of the sponge to get the world to spend millions and millions of dollars on compact discs.” This is the hot rod driving off the cliff. So in 1999 you get Baby One More Time, and later that year you get Backstreet Boys’ Millennium, which sold 1.1 million copies in the first week in the United States alone, a new record that stood until 2000, when NSYNC’s No Strings Attached, featuring the Max Martin cowrite “It’s Gonna Be Me,” sold 2.4 million copies in its first week in the United States alone, a record that stood for 15 years, until Adele broke it. Later in 2000, Britney’s second album, Oops I Did It Again, the title track very much a Max Martin joint, sold 1.3 million stateside in its first week. music sales and licensing was $14.6 billion in 2009, it was $6.3 billion. I still have trouble feeling bad about this, feeling bad for the music industry. I bought a whole bunch of $18 CDs for one song in my time. And I have to confess to you: Millennium, by the Backstreet Boys- it’s a bad album. The first three songs are “Larger Than Life,” “I Want It That Way,” and “Show Me the Meaning of Being Lonely.” That’s fantastic.
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