>> oh yeah, you can't sit there. >> why not? >> that's where sheldon sits. >> he can't sit somewhere else? >> no. no, you see, in the winter, that seat is close enough to the radiator so that he's warm, yet not so close that he sweats. in the summer, it's directly in the path of a cross breeze created by opening windows there and there. it faces the television on an angle that isn't direct so he can still talk to everybody yet not so wide that the picture looks distorted. >> perhaps there's hope for you after all. video killed the radio star. now has the internet killed the record industry? >> napster is stealing from us, straight up. and i'm going to fight them to the death. >> ladies and gentlemen, the strokes! >> may i have your attention, please.

>> we got a moonman. >> we're ashamed the president of the united states is from texas. >> the dixie chicks, they can say what they want to say. >> billboard's top 10 singles all by black artists. >> rap was all the new rock stars. >> i don't please everybody with who i am as a person. >> okay. staccato. like, stick it! >> i love beyonce. >> that's not a working telephone, is it? >> hello? >> empty shelves are all you'll find here at tower records. it's now out of business. ♪ ♪ ♪ ♪ ♪ ♪

♪ ♪ three, two, one! >> this is a very special moment. the first performance at the mtv studios in the new millennium. please welcome no doubt! ♪ that's great it starts with an earthquake ♪ ♪ birds and snakes and aeroplanes ♪ ♪ and lenny bruce is not afraid ♪ >> i'll always remember new year's eve 1999, going into y2k, seeing no doubt on mtv playing "it's the end of the world as we know it" by rem.

♪ it's the end of the world as we know it ♪ ♪ the end of the world as we know it and i feel fine ♪ >> it was a very appropriately apocalyptic song for what turned out to be a very apocalyptic decade. >> 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 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. >> 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, j.t. 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 ♪ >> when you talk about people who are always going to be bigger than their group, that was beyonce. >> 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. ♪ beyonce 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, "beyonce." ♪ >> "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. >> beyonce, "naughty girl"! >> 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. >> 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 'n 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?!" ♪ then 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 want to sing, you know, if you have, you know, you got it off napster, grow up, 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 ♪ ♪ 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 copying files to millions and millions of people they don't know. >> there's, you know, a way that the technology can be adapted to benefit all of the parties involved, the artists, the industry, and the users. >> napster should have been an early version of itunes. it's kind of a tragedy that 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 ituned-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've been able to take one hit song, like "complicated." ♪ tell me why'd you have to go and make things so complicated ♪ >> if that song comes out in the

late '90s, it's going to move 20 million albums at $10 each. five or six years later, it's no longer going to move 20 million albums. it's going to 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. (♪) this electric feels different... because it's powered by the most potent source of energy there is ... you. this is the lexus variety of electrification ... inspired by, created for and powered by you.

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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 discovered, 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. >> 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. then it's in soundtracks. it's being used as bumper music in sports and fashion and shoes and everything. >> yeah. i never done it with a machine. >> well, it's easy. so how do you do it with a -- >> yeah. we in the hood, we like yah, yah, yah. >> 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 in america, and we're going to share this with the world. ♪ oh-oh another episode ♪ ♪ what do i do ♪ ♪ to everybody that be living it up we say ♪ ♪ what i do ♪ >> hip-hop no longer is 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 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 in 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. >> deejay, get that shit. >> i saw "8 mile" in times square, opening night. i had to sit in the front of the theater. it was one of the most satisfying movie experiences i've ever had. i mean, listen. "you 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 just a moment ♪ 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 ♪ >> in the 2000's, rappers weren't content to be musicians. they had to be actors and producers and label bosses themselves. so in the video for "in the 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 nightclub 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 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 cents, fitty cent, however you want to say it. >> your grandmother is absolutely getting down 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 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 oh h to the o-v ♪

♪ i used to move snowflakes by the o-z ♪ >> with jay-z as he's going into 2000s, they're watching hip hop artists 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. ♪ flyer than a piece of paper bearing my name ♪ ♪ got the hottest chick in the game wearing my chain ♪ ♪ that's right ♪ >> 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. >> jay-z, 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! right into the first verse.

♪ so i got the rap patrol ♪ ♪ i got the rap patrol on the gat patrol ♪ ♪ foes that want to make sure my casket's closed ♪ ♪ yeah 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 acdc guitar stab. that's rick rubin 101. you know, "rahhh." ♪ so i pull over to the side of the road ♪ ♪ i heard son do you know why i'm stopping you for ♪ ♪ cause i'm young and i'm black and my hat's real low ♪ ♪ 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. ♪ one two one two three yeah ♪ ♪ >> outkast became rap's beatles in the 2000s because we found

both, but particularly andre, 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 and the love below." and they have this song they called hey ya! >> one, two, three, unh! ♪ my baby don't mess around ♪ ♪ because she loves me so and this i know fo sho ♪ >> 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 their sound of young america. ♪ hey ya hey ya ♪ >> next thing you know, everyone is singing this one line, "shake it like a polaroid picture." ♪ here we go shake it shake shake it 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. and you have this sort of 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 going to 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.

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♪ 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 will

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 quote, unquote war on terror began, they were 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. >> and we're ashamed the president of the united states is from texas. >> when natalie maines said, you know, we're so ashamed of our president right now, their career took a severe beating. >> some protesters used 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 can they say, i'm ashamed that the president's from texas? come on, man. >> screw 'em. 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 ditsy 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 going to boycott them for their music, and we're going to boycott you for playing it if you don't stop playing it. >> well, ma'am, that was the last one you're going to 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 playlists that are chain level. >> in a way, they were more daring than any punk band. >> well, it's great to be back at shepherd's bush. the 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 would say something brand new and just say, just so you know, we're ashamed the president of the united states is from texas. >> 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. ♪ la-di-da da da da la-di-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 pot-friendly package that's catchy rock music. ♪ i wanna run through the halls

of my high school ♪ ♪ i wanna 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 ♪ >> 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 in the nickelback club. we got a -- we got a big club. ♪ yet yet ♪ >> a lot of rock is not really doing what it used to do, and it's almost like it lost its will to fight, unless you're talking about green day.

♪ ♪ ♪ don't wannabe 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 alienation ♪ ♪ 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 an 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 ♪

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the bout's coming up. ♪ >> 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. i'm the best there is. you got that? >> timbaland really pushed the envelope. it's very much black futuristic music. ♪ is it worth it let me work it ♪ ♪ i put my thang down flip it and reverse it ♪ >> that music, a lot of it was space-age driven. ♪ i'm bringing sexy back yeah ♪ ♪ them mother -- don't know how did 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 take off all your clothes ♪ ♪ i am getting so hot i want to 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 hollaback girl ♪ ♪ i ain't no hollabackgirl ♪ >> most interesting to me 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 with 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 gee 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. ♪ i drink a boost for breakfast an ensure for dessert ♪ ♪ somebody ordered pancakes i just sip the syrup ♪ >> and 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. >> "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, when it all came together. that's an incredible record. ♪ i gotta testify come up in the 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 bring in a new generation of hip-hop figures, and you can see the difference going forward. ♪ 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 going to 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 say 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 tre songs and chris brown, 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,

uber. oh, my god. sings, composes, and plays? oh! she's the 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 songs. ♪ all the single ladies all the single ladies ♪ >> and beyonce understood better than anybody how to make r&b for a hip-hop generation. ♪ now put your hands up up in the club ♪ >> i feel like 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. >> with the shoulders. >> yeah. kind of -- kind of pop it a little bit. >> yeah. okay. pop it. >> you bring your hand and keep it real staccato, like stick it! ♪ if you liked it 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 on 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 you inside you and consume you ♪ >> rihanna had this incredibly ambitious idea of what pop music was. ♪ disturbia ain't used to what you like ♪ ♪ disturbia ♪ >> 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 em eeh ♪

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♪ 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 'n' 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 a center for interesting rock music anymore. but after 9/11 you 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 ♪ >> 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 in 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'd 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 straight ♪ >> and "maps" is one of those

tracks that launched a thousand young female singers in their bedroom somewhere. ♪ wait they don't love me like i love you ♪ ♪ wait they don't love you like i love you maps ♪ >> so you have this resurgence of rock. but you also had 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 prauge-y but also very punky rock that sounded like nothing else that had ever been done. ♪ daft punk is playing in my house my house ♪ >> lcd sound system 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 seemed 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. ♪ 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? ♪ one two three take my hand and come with me ♪ ♪ because you look so fine that i really wanna make you mine ♪ >> you know, historically there had 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 till 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 'n' roll is what i want ♪

>> you get the killers or you get kings of leon. ♪ eighteen balding star ♪ >> and of course the white stripes. they all step into the role of capital "r" rockstar. ♪ i'm gonna fight 'em all a seven nation army couldn't hold me back ♪ >> people thought the strokes were going to 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 strains coming from my blood ♪ ♪ tell me go back home ♪ >> so what happened? in the early 2000s, the electric electric guitar started to be replaced by this song sequencing

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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. >> listening to something like poker face or bad romance, you could tell that she was a student of roxy music. she was a student of disco. she was a student of the drag balls. and she was somebody who wanted to combine all those elements into really aggressive, hard-hitting pop music. >> i want your love and all your lover's 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, grabbing my crotch and talking about how i make music 'cause i love fast cars and [bleep] 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. >> there's a she wolf in disguise. >> nikki minaj. you have taylor swift just coming into her own. >> walk in the streets with you in 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, been here. >> and that just straps her career to a rocket.

>> 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 of a 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 end run around the traditional industry. >> i was like, "baby, baby, baby, oh." like, "baby, baby, baby, no." >> in the 2000's, 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 cd's, a store that is now shuttered and shut down as you can tell, like so many other music stores across the country. >> 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 2000's, 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. >> wakin' up feelin' good and limber. >> the one that really set it off was bonnaroo and then

coachella. >> so you came here from england for this? >> for the festival, yeah. >> yeah, yeah, man, why not? it's coachella. >> all of a 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've seen about 40 different bands. every time, any type of music you can imagine. >> 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 were pulling in millions as headliners. >> hip-hop stars are becoming rock stars. djs are becoming rock stars. the only people that aren't becoming rock stars are rock

stars. >> the idea of just standing there and staring at someone on stage is a 20th century idea, whereas in the 21st century it's more interactive. it's more about us as an organism. >> come on! >> clap your hands! >> clap your hands! clap your hands y'all! clap your hands! >> in the 2000's, 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. >> that tonight's gonna be a good, good night. >> with the help of the 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 2000's are the age of the machine, but that doesn't mean there's not a search for the soul inside the machine. >> 1, 2, 3, go. tonight's the night, let's live it up. i got my money, let's spend it up. go out and smash it, like, oh my god. jump off that sofa, let's kick it off. >> i know that we'll have a ball if we get down and go out and just lose it all. >> i feel stressed out, i wanna let it go. let's go way out, spaced out and losing all control. >> here we come, here we go, we gotta rock. easy come, easy go, now we on top. fill the shot, body rock, rock it. >> i'm voting for barack obama not because he's black, i'm voting for barack obama because he's brilliant. >> this is very personal for me. >> presidential campaign's a tough business. >> i feel change in the air.