On Music: Britney Spears, Sony release ad-littered new video
By Jim Hagerty
Britney Spears released a video for her new single, “Hold It Against Me,” last week, marking what appears to be a 4-minute, 30-second commercial.
As brands like Sony, PlentyofFish.com and the pop star’s Radiance perfume are flashed in a barrage of sublimity, the clip honors the promise reportedly made to Spears that the production would be in good taste.
Sony emerged the biggest benefactor as computer screens, cameras and HDTVs appeared throughout. It’s no secret who called the shots there. Sony owns Jive Records, Britney’s label. Even as execs promised her ad placement would be in good taste and feature her, insiders say Britney had little to say about the production.
Spears isn’t exactly aging, yet some of her fan base has moved on since she was pulled from a promotional tour. Baby One More Time launched the then-17-year-old into pop stardom within a few months back in 1999. In a decade since, the former opening act for ’N Sync has scored five No. 1 albums, three No. 1 singles and became one of the best-selling artists of all time. To date, Spears has sold more than 100 million albums worldwide.
According to Britney’s manager, Larry Rudolph, the forthcoming Femme Fatale is her strongest record ever and could be considered a departure. Rudolph called the new disc “more of a dance record.” The album is slated for a March 29 release.
From the Feb. 23-March 1, 2011, issue
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