tidecade. - happy new year! - so we wake up, it's 2000, we're all alive, and we're still in the middle of teen pop mania. - ♪ don't wanna hear you say ain't nothing but a heartache ♪ boy bands were selling so many albums. - ♪ every little thing i do ♪ ♪ never seems enough for you ♪ - this is the biggest year in pop music history in terms of sales. all: britney, britney, britney! - you have britney spears selling 1.3 million copies of "oops!... i did it again" in the first week. - ♪ oops i did it again ♪ ♪ i played with your heart got lost in the game ♪ ♪ oh baby baby ♪ - everyone's falling in love with boy bands and girl groups. but then justin timberlake leaves nsync. - ♪ don't be so quick to walk away ♪ ♪ dance with me ♪ ♪ i wanna rock your body ♪ - with his debut album, jt established

what his sound would be. and it's instantly appealing to a pop audience and also an r&b audience. - ♪ now it's your turn to cry ♪ ♪ cry me a river cry me a river ♪ - you know, justin timberlake leaving nsync becomes the model for what can be done. ♪ ♪ - yes, it's your girl b. - you talk about people who were always gonna be bigger than their group, that was beyoncé. - you ready? - she puts out her solo album in 2003. first single is "crazy in love." it's got this incredible sample. and that catches your ear. - beyoncé hasn't opened her mouth yet and you're already hooked on that song. - ♪ i look and stare so deep in your eyes ♪ - i remember being asked once, "what do you think: christina or britney?" i said, "beyoncé." - ♪ got me looking so crazy right now ♪ ♪ your love's got me looking so crazy right now ♪ - "crazy in love," that's how it begins. it seemed like almost overnight she became a kind of icon. she became a deeply respected figure. both: beyoncé, "naughty girl."

[beyoncé's "naughty girl plays] [cheers and applause] - in the early 2000s, the industry was so dominated by pop sensations and booming cd sales that they were totally oblivious to the new generation that didn't think music was something you had to pay for. - using a pc to download music is one of the hottest of today's computer trends. and that has the recording companies up in arms and heading to court. at the center of their dispute is a music-sharing internet service known as napster. [clicking] - in the late '90s and early 2000s, the music industry grew complacent. people had come to them and said, "you know, "you have to start investing in the technology that comes after the compact disc." and they just refused to do it. - some of rock and roll's bad boys are picking a fight this morning with the internet site napster.com. - the lawsuits began when metallica heard on the radio a song that they hadn't released yet. ♪ ♪ - ♪ hey, hey, hey ♪ and metallica was like, "what? - ♪ it's time i disappear ♪

- on april 14th, metallica filed a lawsuit against napster for basically encouraging people to steal and trade our music illegally. - we started this thing called exmetallicafans.org. we're asking the community to completely ban and boycott metallica. - i'm glad you're an ex-metallica fan, because i don't want you to be a fan of ours if that's your attitude. - i can't speak for the other bands, but i embraced file sharing. if you wanna sing along, you know, if you have-- you know, you got it off napster, bro, please. our band was plucked out of obscurity and given a career because of napster. - ♪ but as for me i wish that i was anywhere with anyone ♪ all: ♪ making out ♪ - so suddenly i had a platform for sharing my music to the frustration of the label i was on. - napster has built a multi-billion dollar business based on people, uh, copying files to millions

and millions of people they don't know. - there, you know, a way that the technology can be adapted to--to benefit, you know, all of the parties involved. the artist, the industry, and the users. - napster should have been an early version of itunes. it's kind of a tragedy it didn't happen back then. - today the u.s. court of appeals ruled that napster is infringing on copyrighted music, in essence letting its users steal songs. - the music label executives absolutely didn't want any kind of itunes-style distribution infrastructure that would fit with the internet because they were terrified of unbundling the single from the album. so for a long time they'd been able to take one hit song like "complicated..." - ♪ tell me why do you have to go ♪ ♪ and make things so complicated ♪ - if that song comes out in the late '90s, it's gonna move 20 million albums at $10 each. five or six years later, it's no longer gonna move 20 million albums. it's gonna move 20 million songs at 99 cents each. so you've just lost 90% of your revenue.

- cd sales have dropped almost one quarter in just three years. that's an awful lot of lost business. - labels absolutely didn't want this to happen. but ultimately they were powerless to stop it.

[dramatic music] - it's inevitable, i suppose, that just about the time that i'm becoming aware of hip-hop culture, it is literally coming of age. hip-hop has been around, i discover,

for some 25 years now, and during that time it has not only established itself as america's most popular popular music, it has altered our language. [applause] - the oscar goes to... ♪ it's hard out here for a pimp ♪ - you know what? i think it just got a little easier out here for a pimp. - we're seeing hip-hop seep into everything, right? it's in soda commercials and it's in soundtracks. it's being used as bumper music in sports and fashion and shoes and everything. - here, use-- - i've never done it with a machine. - yeah, well, it's easy. so, how do you do it? with a... - yeah, we in the hood. we like, "yah, yah, yah, yah!" - yeah. [laughs] - in that moment a lot of rappers were celebrating what they had accomplished. rappers like jermaine dupri, jay-z, and ja rule were saying to the world, "can you believe this? "this is about survival and surviving racism racism in america and we're gonna share this with the world. - ♪ uh-oh another episode ♪

♪ what do i do ♪ ♪ to everybody that be living it up ♪ ♪ we say what i do ♪ - hip-hop's no longer sort of the bratty kid on the block. it's actually the predominant music. and then what really takes it over the top is a young rapper from detroit. - we're gonna have a problem here. ♪ y'all act like you've never seen a white person before ♪ - in 2000 eminem puts out "the marshall mathers lp--" marshall mathers being eminem's real name. and suddenly the biggest star in hip-hop is eminem, bar none. - ♪ 'cause i'm slim shady yes i'm the real shady ♪ ♪ all you other slim shadys are just imitating ♪ ♪ so won't the real slim shady please stand up ♪ - eminem came from a white working class background. and those are the stories he told. it just put him on a different level because he brought his own authenticity to the game. - dj, get that shit. [hip-hop music plays] - i saw "8 mile" in times square opening night. i had to sit at the front of the theater. it was one of the most satisfying movie experiences i've ever had. i mean, listen, on "lose yourself,

when that thing comes through your speakers at a giant movie theater, that's a big moment. - the oscar goes to eminem, jeff bass, and luis resto for "lose yourself." - ♪ in the music the moment you own it ♪ ♪ you better never let it go ♪ - it's not quite "purple rain," but it was pretty damn good. - ♪ this opportunity comes once in a lifetime you better ♪ ♪ lose yourself [cheers and applause] - in the 2000s, rappers weren't content to be musicians. they had to be actors and producers and label bosses themselves. so in the video for "in da club", the producers dr. dre and eminem have set up a laboratory. we see 50 cent doing his exercise routine, and then it pans into this night club environment where he's chatting with models and drinking expensive champagne. so what they're really doing is perfecting the science of the club banger. - you can find me in the club ♪ ♪ bottle full of bub mama i got what you need ♪ ♪ if you need to feel a buzz ♪ - if you have kids now you know it's probably rap they're using to drive you up the wall, and the big star in rap now

is 50 cent. or fifty cent. fiddy cent. however you want to say it. - [laughs] - your grandmother is absolutely getting down to "in da club." she's calling it "in the club," but she's getting down to it. i mean, that was everywhere. ♪ ♪ it was in a commercial. - sounds like he's integrated his hit "in da club." extraordinary. - one of the biggest differences between the '90s and the 2000s in terms of hip-hop is this idea of business. - 33-year-old jay-z is the reigning king of rap. he owns his own record label, clothing line, and movie production company generating almost half a billion dollars a year in sales. - ♪ allow me to reintroduce myself ♪ ♪ my name is hov ♪ - ♪ oh! - ♪ h to the o-v ♪ ♪ i used to move snowflakes by the o-z ♪ - with jay-z, as you're going into 2000s, you're watching a hip-hop artist grow up from telling these sort of street tales to someone

who has money, who has fame, who's traveling in very different circles now. - ♪flier than a piece of paper bearing my name ♪ ♪ got the hottest chick in the game wearing my chain ♪ ♪ that's right hov oh ♪ - even if he was rapping about some of the same things that everybody was rapping about--street life, moving drugs--it was in such a unique way, you know, that he was almost inventing a new language. - ♪ i check cheddar like a food inspector ♪ - i really love "the black album." for jay-z to be the first one to get rick rubin to produce in such a long time shows you how special jay is as an artist. - i'm thinking maybe we start a capella with, ♪ if you're having girl problems ♪ ♪ i feel bad for you, son ♪ ♪ i got 99 problems, but a bitch ain't one ♪ hit me. [singing] right into the first verse. - ♪ so i got the rap patrol ♪ ♪ on the gat patrol fools that want to make sure ♪ ♪ my casket's closed ♪ yeah, that's--that's money. - rick rubin created so many classic hip-hop records with the beastie boys and run-dmc, taking a break beat and mixing it with an ac/dc guitar stab. ♪ ♪

that's rick rubin 101, you know... [mimics guitar] - ♪ so i pull over to the side of the road ♪ ♪ i heard "son, do you know what i'm stopping you for?" ♪ ♪ 'cause i'm young and i'm black and my hat's real low ♪ ♪ but do i look like a mind reader sir i don't know ♪ - what jay-z represented was the fact that you could actually have real longevity in hip-hop. and for the longest time, you know, new york had been the center of the world in hip-hop. the south for the most part hadn't really made itself heard. you know, and that starts to change in the 2000s, and you're getting outkast. and outkast is amazing. - [shushes] [cheering] ♪ one two one two three yeah ♪ ♪ in-slum-national underground ♪ ♪ thunder pounds when i stop the ground ♪ - outkast became rap's beatles in the 2000s because we found both but particularly andré becoming more obsessed with a kind of adventurous landscape of music. - ♪ yeah i'm afraid like i'm scared as a dog ♪

- serious hip-hop already knew about outkast, but then they come out with an album, "speakerboxxx/the love below." and they have this song they called "hey ya!" - ♪ one two three uh ♪ ♪ my baby don't mess around because she loves me so ♪ ♪ and this i know for sure ♪ - it's barely a hip-hop song, really. i'm not sure what it is, but it's got this kind of frothy '60s vibe. it sounds like something that, you know, motown might have put out when they were doing "the sound of young america." - ♪ hey ya hey ya ♪ - next thing you know, everyone is singing this one line, "shake it like a polaroid picture." - ♪ oh, here we go shake it ♪ ♪ shake, shake it shake it shake, shake it ♪ ♪ shake it like a polaroid picture ♪ - polaroid was the instant camera and the picture came out and for some strange reason as the image was--was forming, people would do this. they would shake it. as if that was going to make it happen faster. so he says that line in the song and suddenly everyone's doing that.

you have this little cultural moment that everybody feels they need to be part of. now you know you've really tapped into something, and that's what outkast did. - if you're gonna do anything... - do it all the way. - do it 100%. don't pull the thing out unless you plan to bang, you know? that's basically what it's saying.

[dramatic music] [cheers and applause] - ♪ american girls and american guys ♪

♪ we'll always stand up and salute ♪ ♪ we'll always recognize ♪ - after september 11th, we saw this resurgence of patriotism--you know, a real re-embrace of the american flag from country music and the mainstream nashville community. - ♪ you'll be sorry that you messed with the u.s. of a. ♪ - toby keith was the ultimate example of all of that. - ♪ 'cause we'll put a boot in your ass ♪ ♪ it's the american way ♪ - with all the genres reacting to 9/11, the war, country was probably the most literal and the most outspoken about it. - ♪ i pledge allegiance to this flag ♪ ♪ and if that bothers you well that's too bad ♪ - ♪ and you say we shouldn't worry about bin laden ♪ ♪ have you forgotten ♪ - in music there was no opposition to that message.

but when the "war on terror" began... [engine roaring] [shots firing] and we're talking about invading countries, well, then music had a lot to act in opposition to. - the dixie chicks are the top country touring act of the year despite the firestorm unleashed by their words during the first days of the war in iraq. - when natalie maines said, you know, "we're so ashamed of our president right now," their career took a severe beating. - some protestors took a tractor and their feet to smash the group's cds. - if you want to feel some good old fashioned american pride, look no further than the uproar over the dixie chicks. - and how they can say, "i'm ashamed that the president's from texas?" come on, man. - screw them, right? say it. - they were questioning something that you were just supposed to accept. and it was women doing it, no less. - i think they are the dipsy twits. these are the dumbest bimbos-- with due respect-- i have seen--

- these are callow, foolish women who deserve to be slapped around. - we're gonna boycott them for their music and we're gonna boycott you for playing it if you don't stop playing it. - well, ma'am, that one's the last one you're gonna hear. - country radio overnight turns its back on the dixie chicks. - as a result of statements made by members of the dixie chicks at a concert, two radio networks banned the dixie chicks from their playlist at a chain level. - in a way, they were more daring than any punk band. - uh, well, it's great to be back at, uh, shepherd's bush. we return to the scene of the crime. - they took on the establishment that wanted to own them and they refused to knuckle under. - i thought i'd say something brand-new and just say, "just so you know, we're ashamed the president of the united states is from texas." [cheers and applause] - we've asked artists for decades to be barometers of culture and be voices of dissent. and in the wake of 9/11, it was just seen as a bridge too far. - ♪ i waited till i saw the sun ♪

- people wanted escapism at the time because there was a lot to escape. so we were listening to norah jones and jack johnson. - ♪ a la da-da-da-da-da ♪ ♪ la da-da-da-da-da-da ♪ - and coldplay. ♪ ♪ - when "yellow" came out, a lot of the hipster alternative kids were like, "i love this." and i was one of them. - ♪ and your skin oh yeah your skin and bones ♪ ♪ turn into something beautiful ♪ - it felt great. it's like, here's radiohead and u2 put together in a pop friendly package that's catchy rock music. - ♪ i want to run through the halls of my high school ♪ ♪ i want to scream at the top of my lungs ♪ - john mayer was this virtuoso guitar player who wrote these kind of sentimental love songs. - ♪ and if you want love we'll make it ♪

- he was huge. - ♪ swim in a deep sea of blankets ♪ ♪ your body is a wonderland i'll use my hands ♪ - in the 2000s, rock itself becomes numb and weirdly apolitical for a time when the country was at war. - post-9/11, some believe familiar music will sell well this holiday. - ♪ and i've been wrong i've been down ♪ ♪ to the bottom of every bottle ♪ - nickelback, they had bigger hits than anybody. - everybody's welcome to the nickelback club. we got a--we got a big club. ♪ yeah, yeah ♪ - a lot of rock is not really doing what it used to do, and it's almost like it--it lost its will to fight. unless you're talking about green day. ♪ ♪ - ♪ don't want to be an american idiot ♪ - you can't undersell how shocking it was that the definitive statement on george bush's america

came from green day. - ♪ welcome to a new kind of tension ♪ ♪ all across the alien nation ♪ ♪ where everything isn't meant to be okay ♪ - it was kind of like a rock opera. you had to listen to it from front to back because it told the entire story of what was going on in the decade. - ♪ wake me up when september ends ♪ - the fear of terrorism, the media, the wars, people being sent off to fight. - ♪ here comes the rain again ♪ - rock wasn't all that surprising in the 2000s so when you got something like "american idiot," it was, "wow, this is unexpected. this is shaking things up a little bit." - ♪ wake me up when september ends ♪ ♪ ♪

she got that dress with the extra money she saved using our brand new grocery outlet app. it's been really fun seeing what everyone's doing with the extra money they save. a butler? super nice guy.

with our new grocery outlet app, you can see the store's inventory. so you guys really have mangoes and stuff? yup. [dramatic music] - bounce coming up. [chuckles] [jay-z's "dirt off your shoulder" plays] ♪ ♪ - in the early 2000s, we come to recognize the idea of producers as artists. they're no longer relegated to the background. ♪ ♪ - one of my favorite timbaland moments is watching him play jay-z "dirt off your shoulder"

for the first time. - oh, man. - oh, shit! both: [laughing] - the best there is. - [laughs] - you got that? - timbaland really pushed the envelope. it's very much black futuristic music. - ♪ come on is it worth it let me work it ♪ ♪ i put my thing down flip it and reverse it ♪ ♪ ti esrever dna ti pilf nwod gniht ym tup ♪ - that music, a lot of it was space age driven. - ♪ i'm bringing sexy back yeah ♪ ♪ them other... ♪ ♪ don't know how to act ♪ - odd sounds that reflect his own inner ear vision. - ♪ i said it's too late to apologize ♪ ♪ it's too late ♪ - timbaland was a little more technologically dense and ethereal whereas pharrell wasn't as out there. he did, like, dance tracks. - ♪ i said it's getting hot in here so hot ♪ ♪ so take off all your clothes ♪ ♪ i am getting so hot i wanna take my clothes off ♪

- it was a little more gritty. it was very, very intricate but very rhythmically driven. - ♪ uh-huh this my shit ♪ ♪ all the girls stomp your feet like this ♪ - pop stars figure out that you need hip-hop cred and you need a hip-hop producer. - ♪ 'cause i ain't no holler back girl ♪ ♪ i ain't no holler back girl ♪ - most of the tracks made about the 2000s was that you had a grouping of hip-hop producers who were crossing over into topping pop charts. ♪ ♪ - kanye is another one. you know, he's producing and working wity jay-z and alicia keys and ludacris and janet jackson. but, you know, in there, he wants to be his own star. so he releases his first album, "the college dropout." - yo, g, they can't stop me from rapping, can they? - the first single for "college dropout" was a song called "through the wire." - i spit it through the wire, man. - kanye west gets into a car accident in los angeles, and in the hospital with his jaw wired shut, he records the song.

- ♪ yeah i drink a boost for breakfast ♪ ♪ an ensure for dessert ♪ ♪ somebody order pancakes i just sip the sizzurp ♪ - it is essentially just him rapping about how bad he wants to be a rapper. - god saved my life. so he has me here for a reason. - ♪ jesus walks ♪ - "college dropout" was a cool first album. - ♪ i told her to drive over in your new whip ♪ - there's some great singles on there, but "late registration" to me is when it all came together. that's an incredible record. - ♪ i got to testify ♪ ♪ come up in this spot looking extra fly ♪ - he did what the rock stars used to do, which was to indulge his narcissistic fantasies through the medium of music. - ♪ before the day you die you're gonna touch the sky ♪ ♪ ♪ - rappers weren't really doing it. but musically it was brilliant. look, what is the narrative of the 2000s? well, it's the backpack-wearing dork like mark zuckerberg who becomes a billionaire.

and kanye west is the music industry version of that. - my greatest pain in life is i will never be able to see me perform. so you are welcome to know a pleasure that i will never have. - kanye was a rock star. but he also makes it safe for rappers to be vulnerable. - it's positive rap. he's not cussing every other sentence. and he's not talking about shooting people up. he's talking about real things. - what kanye does is sort of bringing a new generation of hip-hop figures, and you can see the difference going forward. ♪ ♪ - ♪ uh i said i said i said ♪ ♪ baby, you my everything you all i ever wanted ♪ ♪ we could do it real big bigger than you ever done it ♪ - drake took the kanye west blueprint. "i'm gonna bare my soul and my feelings on a record." - ♪ best i ever had best i ever had ♪ ♪ best i ever had ♪ - it wasn't just hip-hop. you know, r&b had been doing this for a long time

in a really kind of personal way. - ♪ these are my confessions just when i thought i said ♪ ♪ all i can say my chick on the side said ♪ ♪ she got one on the way ♪ - usher's "confessions" was deeply personal and relatable. he just laid it all out there. - ♪ if i'm gonna tell it then i gotta tell it all ♪ - he has the moves and the style, and i think that he is a big hope for people at that time that, like, "here's a brother that's really doing it." - ♪ i think that you should let it burn ♪ - we had trey songz and chris brown and usher, but the superstars of r&b are the women. absolutely. - ♪ i keep on falling ♪ ♪ in and out ♪ ♪ of love with you ♪ - alicia keys, uber talent. ub--oh, my god. sings, composes, and plays? oh, she's a total package. - ♪ no one, no one, no one ♪

♪ can get in the way of what i'm feeling ♪ - later r&b becomes much more rhythmic. they're not written as flowing as the traditional r&b song. - ♪ all the single ladies all the single ladies ♪ - and beyoncé understood better than anybody how to make r&b for a hip-hop generation. - ♪ now put your hands up ♪ ♪ up in the club ♪ - i think everyone remembers where they were when they first saw the "single ladies" video. you know, it was like, "oh, my god, how do i learn the dance? i can't learn it fast enough." - up with the shoulders. - yep. - you kinda--kinda pop it a little bit. - pop it, oh yeah. - yeah. - okay, pop it. - and then you bring your hand. - okay. - make it real staccato. like, stick it. ♪ if you like it then you should have put a ring on it ♪ ♪ oh, oh, oh, oh, oh, oh ♪ - you know, she was a woman speaking for other women, and that was so welcome. - ♪ it goes one by one even two by two ♪ ♪ everybody in the floor let me show you how we do ♪ - rihanna comes along and she's much more r&b than she is pop. she's got this sort of caribbean feel in her music.

and there's something really fresh about her. - ♪ it's a thief in the night to come and grab you ♪ ♪ it can creep up inside you and consume you ♪ - rihanna had this incredibly ambitious idea of what pop music was... - ♪ disturbia ain't used to what you like ♪ - and kept redefining herself as the edgiest, nastiest, most sophisticated pop star out there. - ♪ now that it's raining more than ever ♪ ♪ know that we'll still have each other ♪ ♪ you can stand under my umbrella ♪ - "umbrella." i mean, i don't think there's probably a person in the whole world that doesn't know that song and wasn't walking around going, "eh, eh, eh," for, like, months at a time. - ♪ you can stand under my umbrella ♪ ♪ ella, ella, eh, eh, eh ♪ - and so towards the end of the decade with artists like rihanna, the danceable riffs of hip-hop bled into r&b and pop, and hip-hop became bigger and bigger and bigger.

- ♪ my umbrella ♪ - it became pop. - ♪ eh, eh ♪ [cheers and applause]

♪ ♪ [rock music]

- all through the '90s if you were a band from new york, you could count on getting laughed out of the room pretty much anywhere else in the country. - new york was just a place where rock and roll was thought of as dead. - in the 2000s, the predominant music generally is hip-hop, and that's the case in new york. no one's thinking about new york as the center for interesting rock music anymore. but after 9/11, we've had all these bands who were kind of bubbling beneath the surface who start popping up and it really starts with the strokes. - ♪ last night she said ♪ ♪ oh baby i feel so down it turn me off ♪ - after 9/11, the city was burning. it was smoldering. - ♪ so i, i turned around ♪ - vulnerability, anxiety, all this became how the country felt. we needed that sense of defiance, that hubristic sense of possibility and promise that young kids and bands can deliver. - right now they're the most important band in the world for what they may inspire other people to do. - ♪ last night ♪

- much in the same way that nirvana was the spearhead for grunge in the '90s, the strokes really helped usher in a lot of other acts. - ♪ but she can read she can read ♪ ♪ she can read she can read she's bad ♪ ♪ she can read she can read ♪ ♪ she can read she's bad ♪ - the first ones to break after the strokes in terms of new york artists is interpol and yeah yeah yeahs. - these are strange people. they're counter cultural by nature. karen o, she's this violent swaggering rock boy and this heartbroken teary rock girl. - ♪ pack up i'm strayed ♪ - and "maps" is one of those tracks that launched 1,000 young female singers in their bedroom somewhere. - ♪ wait they don't love you like i love you ♪ ♪ wait they don't love you like i love you ♪ ♪ maps ♪ - so you have this resurgence of rock,

but also this resurgence of brooklyn and indie music. please welcome tv on the radio ♪ say, say, my playmate ♪ ♪ won't you lay hands on me ♪ ♪ mirror my malady ♪ - tv on the radio, they were a multi-ethnic, multi-racial band coming out of the brooklyn rock scene. you know, they were scholars of music. - ♪ i know it's strange another way to get to know you ♪ ♪ you'll never know unless we go so let me show you ♪ - they made very proggy but also very punky rock that sounded like nothing else that had ever been done. - ♪ ow, ow ♪ ♪ ♪ ♪ daft punk is playing at my house my house ♪ - lcd soundsystem is maybe the most brooklyn band that has ever emerged from brooklyn. - ♪ i'll show you the ropes kid ♪ - they were a huge success partly because of james murphy's ability to make pristine electronic music that still had a soul in it. - ♪ where are your friends tonight ♪

♪ where are your friends tonight ♪ - what you start to see is not a genre of music or a trend. it's a scene. ♪ ♪ and though they were not a new york band, arcade fire seem connected spiritually to that moment. - ♪ children wake up ♪ ♪ ♪ ♪ hold your mistake up ♪ - arcade fire was this big anthemic rock band that, you know, made these songs that you just wanted to holler along with. - ♪ i guess we'll just have to adjust ♪ - and to me it felt like the moment that indie rock crossed over into something bigger. - ♪ holiday oh holiday and the best one of the year ♪ - it's the first time that you had indie bands soundtracking

commercials for mainstream multinational products, in part because everyone is trying to figure out, "how do i make money now that no one will pay for my albums?" - ♪ so one to three take my hand and come with me ♪ ♪ because you look so fine that i really wanna make you mine ♪ - you know, historically there'd been some wariness about selling your music to advertisers. it was seen as selling out. in the 2000s, that totally disappeared. - ♪ ride with me ride with me ♪ - there's all these songs that became iconic primarily through their use in ipod commercials. - ♪ one two three four tell me that you love me more ♪ - now indie culture was cool and you could market yourself as part of this new global indie community. - ♪ glamorous indie rock and roll is what i want ♪ - you get the killers or you get kings of leon. - ♪ 18 balding ♪

♪ star ♪ - and of course the white stripes. ♪ ♪ - they all step into the role of capital r rock star. - ♪ i'm gonna fight them off ♪ ♪ a seven nation army couldn't hold me back ♪ - people thought the strokes were gonna save rock. you felt that there was going to be a movement forward. and for a while, it worked. but ultimately it didn't really change the musical landscape. you can probably say the white stripes or arcade fire are the last really big rock band in the classical sense. - ♪ and the stains coming from my blood tell me go back home ♪ ♪ ♪ - so, what happened? in the early 2000s, the electric guitar started to be replaced by the song sequencing software. and you started to see the future is not rock music. the groundbreaking artist who is gonna completely change what we think good music sounds like is not gonna be playing an electric guitar.

♪ ♪

her uncle's unhappy. i'm sensing an underlying issue. it's t-mobile. it started when we tried to get him under a new plan. but they they unexpectedly unraveled their “price lock” guarantee. which has made him, a bit... unruly. you called yourself the “un-carrier”. you sing about “price lock” on those commercials. “the price lock, the price lock...” so, if you could change the price, change the name! it's not a lock, i know a lock. so how can we undo the damage? we could all unsubscribe and switch to xfinity. their connection is unreal. and we could all un-experience this whole session. okay, that's uncalled for. [dramatic music] [lady gaga's "poker face"] ♪ ♪ - if we started the decade with boy bands, we end the decade with solo women ruling the pop world.

and lady gaga is at the height of her power. - ♪ can't read my can't read my no he can't read ♪ ♪ my poker face ♪ ♪ she's got me like nobody ♪ - listening to something like "poker face" or "bad romance," you can tell that she was a student of roxy music. she was a student of disco. she was a student of the drag balls. she was someone who wanted to combine all those elements into really aggressive hard hitting pop music. - ♪ i want your love and all your lovers revenge ♪ ♪ you and me could write a bad romance ♪ - suddenly it was no longer enough to wear a pretty gown on the red carpet. you had to make art. you had to make a statement. - you asked me if my music was distracted by my sexuality. if i was a guy and i was sitting here with a cigarette in my hand and grabbing my crotch and talking about how i make music because i love fast cars and f***ing girls, you'd call me a rock star. - lady gaga is a female empowerment role model.

and this is just the beginning of girls running the world. - ♪ baby you're a firework ♪ ♪ come on let your colors burst ♪ - we have katy perry, shakira... - ♪ she wolf in the closet ♪ - nicki minaj... ♪ ♪ you have taylor swift just coming into her own. - ♪ walking the streets with you and your worn out jeans ♪ - taylor swift is a song writer, and at an impossibly early age, she comes up with what might be the single of the decade. "you belong with me." - ♪ if you could see that i'm the one who understands you ♪ - and that just straps her career to a rocket. ♪ maybe you belong with me ♪ ♪ you belong with me ♪ - we saw someone like taylor swift become a huge sensation because of her myspace page posting her music on her page, and look where she is now.

it's pretty incredible. - by the end of that decade, artists would make their own music and put it up on myspace, and all the sudden you can have a career. - in the internet age it's become a do-it-yourself operation. hang your star on youtube and see how brightly it shines. - ♪ cry me a river ♪ ♪ cry me a river ♪ - justin bieber was the first of the youtube kids. he was using the new tools of the internet to really do an edge run around the traditional industry. - ♪ and i was like baby, baby, baby oh ♪ ♪ like baby, baby, baby no ♪ - in the 2000s, the music industry was undergoing a massive shift with all the technological change and the fact that the price of music had effectively been ground down to zero. - i'm standing outside where i used to buy my cds-- a store that is now shuttered and shut down as you can tell-- like so many other music stores across the country. [dramatic music] - by the end of the decade, the music business was falling

off a cliff. it seemed like all of it was gone, reduced to rubble. - the shuttering this weekend of virgin's last two stores in manhattan and hollywood marks the death of a once booming chain and another nail in the coffin of the music cd. - by the mid-2000s, music labels realized that youtube, myspace, and file sharing software was the way people were discovering new music. so what do you do? you get all of the people that you've heard online together in one act and you charge 130 bucks to see it. and this proved to be a very successful model. ♪ ♪ - ♪ waking up feeling good and limber ♪ - the one that really set it off was bonnaroo and then coachella. - so you came here from england... - yeah. - for this? - for the festival, yeah. - yeah, yeah, man. why not? it's coachella. - all the sudden that same generation that's discovering

music peer-to-peer online wants to be somewhere in a field with that peer enjoying the live music experience. - i see about 40 different bands, every ty--any type of music you could imagine. [electronic music plays] - the music festivals, there would always be this dj tent. and over the years that tent kept getting bigger and bigger. ♪ ♪ - the superstar djs, diplo, and david guetta, kaskade, and paul oakenfold, these guys are pulling in millions as headliners. - ♪ sometimes things get complicated ♪ ♪ ♪ - hip-hop stars are becoming rock stars. djs are becoming rock stars. - goes crazy, the crowd, they're jumping up and down. - the only people who aren't becoming rock stars... - lightning, zombies, and then it drops right here. - are rock stars. - ♪ pop ♪ - whoo! - the idea of just standing there and staring at someone on stage is a 20th century idea,

where as in the 21st century it's more interactive. it's more about us as an organism. - come on. - clap your hands. - clap your hands. clam your hands, y'all. clap your hands. - in the 2000s we saw an industry that seemed like it would never change. we saw it be forced to change. - ♪ i got a feeling ♪ - online distribution of music broke down the barriers of taste and suddenly everyone was listening to everything. - ♪ good night ♪ ♪ that tonight's gonna be a good, good night ♪ - with the help of a computer, the past is just cool stuff that you can discover. and that's what a whole generation of new music makers do. yes, the 2000s are the age of the machine. but that doesn't mean there's not a search for the soul inside the machine. - ♪ one two three go good, good night ♪ ♪ tonight's the night let's hit it up ♪ ♪ i got my money hey let's spend it up ♪ ♪ i feel go out and smash it hey like oh my god ♪

♪ hey jump off that sofa hey let's kick it up ♪ ♪ i know that we'll have a ball ♪ ♪ if we get down and roll out and just lose it all ♪ ♪ i feel stressed out i wanna let it go ♪ ♪ let's go way out spaced out losing all control ♪ ♪ ch-ch-ch here we come here we go ♪ ♪ we gotta rock ♪ ♪ easy come easy go now we on top ♪ ♪ fill the shot body rock ♪ - television on! - hbo did a lot of its best work - when it was bending a genre. - take something that's familiar - and give it some chili pepper. - advertising is based on one thing: happiness. - [shouting excitedly] - is there any taboo that you wouldn't break?

- not if there was a funny idea. - what is wrong with you? - there's so much different storytelling - and so many different stories being told - about so many different people. - i don't think dramatic series television has ever been stronger. - there's no longer this theory of what - popular entertainment must be. - incoming! - who are the heroes? the people who watch this show. [slowly building orchestral music] ♪ ♪

- this is the week when the major broadcast networks unveil their fall lineup of shows, and every executive in hollywood knows how well "the sopranos" is doing on cable, which is a network problem. - i think hbo altered everything for this reason alone, is there were no commercials. - we are dependent on sponsors. there is so much we can do in terms of language, in terms of violence, and in terms of sex. - to a large degree, a lot of executives were just sanding off the edges of what was interesting. [static hums] [bright tone] - i think hbo is looking at the world and going, "okay, how can we matter?" for quite a long time, movies and boxing where the bread and butter of hbo. - people watch your show because you're partly an [bleep]. - and i think what we've learned through shows like "larry sanders show" or "oz" is that we could do series television.

- there's something in the air... and it ain't love. - "oz" was cutting-edge in what it was willing to share with the audience. - hit me. hit me! [grunts] hit me in the face, brother. - complicated characters, complicated issues, and the way it was presented was so, uh...unique. - sentence: nine years. up for parole in six. - what they were doing at hbo was exactly what the network wasn't doing. they were breaking barriers. - innocent. - you get to "the sopranos," and all of a sudden, the villain is the hero. - have some eggplant. - i told you, i'm not hungry. - now you won't even accept food from your own mother. - "the sopranos" was david chase's invention about this mob family-- something that people hadn't seen before, the idea that a mobster is seeing a therapist.