>> 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 ♪ ♪ 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 r.e.m. ♪ it's the end of the world as we know it ♪ ♪ it's the end of the world as we know it ♪ ♪ 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 want to 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! >> 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 ♪ >> everybody's falling in love with boy bands and girl groups. but then justin timberlake leaves nsync. ♪ don't be so quick to walk away ♪ ♪ i want to 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 ♪ >> you talk about people who are always going to be bigger than their group, that was beyonce. >> you ready? >> she puts out a solo album in 2003. first single is "crazy in love." it's got this incredible sample. that catches your ear. beyonce hasn't opened her mouth yet, and you're already hooked on that song. ♪ i looked so deep in your eyes ♪ >> i remember being asked once, what do you think, christina or britney? i said, beyonce. ♪ got me looking so crazy right now ♪ >> "crazy in love." that's how it begins. it seemed like almost overnight she game 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. 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 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. ♪ >> metallica was like, what? ♪ it's time i disappeared ♪ >> 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 have -- you know, you got it off napster -- >> our band was plucked out of obscurity and given a career because of napster. ♪ as for me i wish that i was anywhere with anyone ♪ ♪ take it out ♪ >> so suddenly, i had a platform for sharing my music, to the frustration of a label i was on. >> napster has built a multimillion-dollar business based on people copying files to millions and millions of people they don't know. >> there's a way the technology can be adapted to the benefit of 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 it didn't happen back then. >> today the u.s. court of appeals ruled 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've been able to take one hit song like "complicated." ♪ tell me why did 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. among my patients, i often see them have teeth sensitivity as well as gum issues. does it worry me? 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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. it's in soundtracks. it's being used as bumper music in sports. and fashion and shoes and everything. >> i've never done it with a machine. >> well, it's easy. so how do you do it? >> we in the hood. we like -- >> 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. ♪ uh-oh another episode ♪ ♪ to everybody that's living it up we say ♪ >> hip-hop's no longer sort of the bratty kid on the block, it's sort of 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 ♪ ♪ you 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. suddenly the biggest star in hip-hop is eminem, bar none. ♪ i'm the slim shady i'm the real slim shady ♪ ♪ all you other slim shadies are just imitating ♪ ♪ who's the real 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. >> deejay, kick that shit. >> i saw "8 mile" in times square opening night and had to sit in 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 in a giant movie theater, that's a big moment. >> the oscar goes to eminem for "lose yourself." ♪ 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 2000s, rappers weren't content to be musicians. they had to be actors and producers and labor 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 fitty cent. however you want to say it. >> 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 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 hove ♪ ♪ h to the o-v ♪ ♪ i used to move slow plates by the oc ♪ >> with jay-z you're watching a hip-hop artist grow up from telling you sort of street tales to someone who has money, who has fame, who's traveling in very different circles now. ♪ piece of paper bearing my name ♪ ♪ got the hottest chick in the game wearing my chain ♪ ♪ that's right, hove ♪ >> even if he was rapping about some of the same things everybody was rapping about, street life, moving drugs, it was in such a unique way that he was almost inventing a new language. ♪ check chatter like a food inspector ♪ >> i really loved 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 was thinking maybe we start a capella with -- "if you're having girl problems i feel bad for you son ♪ ♪ i got 99 problems with a bitch ain't one hit me ♪ >> yeah, that's money. ♪ >> rick rubin created so many classic hip-hop records. 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? ♪ i pull over to the side of the road ♪ ♪ i heard, son, do you know what i'm stopping you for ♪ ♪ because 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. for the longest time new york had been the center of the world in hip-hop. the south for the most part hasn't really made itself heard. that started to change in the 2000s. and you're getting outkast. and outkast is amazing. ♪ ♪ one two one two three ♪ >> 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 fake like i'm scared ♪ >> hip-hop knew about outkast. but then they come out with an album "speakerboxx" and the love below. and they have this song called "hey ya." ♪ one two three my baby don't mess around ♪ ♪ because she loves me so and 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 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." ♪ 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 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 had this 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 is. >> if you're going to do anything, do it 100%. don't pull the thing out unless you're planning to bang. that's basically what i'm saying. ♪ pedialyte powder packs. feel better fast. meltin', breadin', bakin', shreddin'. slicin', dicin', spicin', ricin'. if you're swissing it, then you're missing it. fryin', flyin', savorin', favorin'. over rotini. inside a panini. egging, maining, siding, plain-ing. debunk the inglorious. one shape's victorious. kraft singles. square it. ♪ my name is austin james. as a musician living with diabetes, fingersticks can be a real challenge. that's why i use the freestyle libre 2 system. with a painless, one-second scan i know my glucose numbers without fingersticks. now i'm managing my diabetes better and i've lowered my a1c from 8.2 to 6.7. take the mystery out of managing your diabetes and lower your a1c. now you know. try it for free at freestylelibre.us mission control, we are go for launch. ♪ um, she's eating the rocket. ♪ lunchables! built to be eaten. ♪ i brought in ensure max protein with 30 grams of protein. those who tried me felt more energy in just two weeks. 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[ cheers and applause ] >> 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. ♪ da, da, da, da, da ♪ ♪ la, 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. ♪ your skin ♪ ♪ oh yeah it's beautiful ♪ ♪ turn eyes to 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 virtuosic guitar player that wrote these sentimental love songs. ♪ and if you want love we'll make it ♪ >> he was huge. ♪ swim in a deep sea of blankets ♪ ♪ your body's a wonderland ♪ ♪ i 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 in the nickelback club. we've 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 lost its will to fight. unless you're t