who i am as a person. >> i love beyonce. >> that's not a working telephone, is it? >> 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 you do ♪ ♪ never seems enough for you ♪ >> this is the biggest year in pop music history in terms of sales. 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. ♪ 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. ♪ cry me a river ♪ ♪ cry me a river ♪ >> you know, justin timberlake 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, 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! >> 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 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. >> metallica was like, what? ♪ >> 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 stairing. >> if you got it off napster, please -- >> our band was plucked out of obscurity and given a career because of napster. ♪ >> 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 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covid-19 virus, on more surfaces than lysol disinfectant spray. lysol. what it takes to protect. it's believable, i suppose, that just about the time 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. >> 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. 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. >> 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 happen's no longer the bratty kid on the block, it's the predominant music. and then what really takes it over the top is a young rapper from detroit. ♪ you act like you never seen a white person before ♪ >> in 2000 eminem puts out the marshall mathers lp, marshall mathers being his real name. suddenly the biggest star in hip-hop is eminem, bar none. ♪ 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. >> 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 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 -- >> with jay-z you're watching a hip-hop artist grow up from 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 else was rapping about, street life, moving drugs, it was in such a unique way that he was almost inventing a new language. >> 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 figured maybe we'd art 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. ♪ fools that want to make sure my casket's closed ♪ >> 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. ♪ 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 ♪ >> jay-z represented you can 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 hadn't made itself heard. that started to change in the 2000s. and you're getting outkast. and outkast is amazing. ♪ >> 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. ♪ >> 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." ♪ 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 ♪ 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. some of my best memories growing up were cooking with mom. so when she moved in with us, a new kitchen became part of our financial plan. ♪ ♪ find a northwestern mutual advisor at nm.com plaque psoriasis, the burning, itching. the pain. emerge tremfyant®. with tremfya®, adults with moderate to severe plaque psoriasis... ...can uncover clearer skin and improve symptoms at 16 weeks. serious allergic reactions may occur. tremfya® may increase your risk of infections and lower your ability to fight them. tell your doctor if you have an infection or symptoms or if you had a vaccine or plan to. emerge tremfyant® with tremfya®... ask you 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show up, however you can, for the foster kids who need it most— at helpfosterchildren.com ♪ 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, 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. ♪ because 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 the 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 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. >> we're ashamed that the president of the united states is from texas. >> when natalie maines said we're so ashamed of our president right now, their career took a severe beating. >> some protesters used a track for and their feet to smash the group's cds. >> if you want to feel good old-fashioned pride, look no further than the dixie chicks. >> how can you say you're ashamed the president is from texas? come on, man. >> they were questioning something you were just supposed to accept, and they were women, no less. >> these are the dumbest bill bows. >> callow, foolish women who deserve to be slapped around. >> we're going to boycott you for playing it. >> ma'am, that's the last one you're going to hear. >> country music turns its back on the dixie chicks. >> as a result of statements made by members of the dixie chicks they are banned -- >> in a way they were more daring than a punk band. >> 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 play 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. ♪ 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 ♪ ♪ turns 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 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 ♪ ♪ everything's 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 ♪ woo hoo! ensure, complete balanced nutrition with 27 vitamins and minerals. and ensure complete with 30 grams of protein. ♪ ♪ (music) ♪ i think to myself ♪ ♪ what a wonderful world ♪ are you one of the millions of americans who experience occasional bloating, gas or abdominal discomfort? taking align can help. align contains a quality probiotic to naturally help soothe digestive upsets 24/7. try align, the pros in 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like dance tracks. ♪ i said it's getting hot in here so take off all your clothes ♪ >> it was a little more gritty. it was very intricate but very rhythmically driven. ♪ all the girls got to be like this ♪ >> pop stars figure out you need hip-hop cred and you need a hip-hop producer. ♪ i ain't no hollaback girl ♪ >> what's interesting about the 2000s is you had a group of hip-hop producers who were crossing over and 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." >> the first single for "college dropout" was a song called "through the wire." ♪ i spit it through the wire ♪ >> kanye west gets into a car accident in los angeles and in the hospital with his jaw wired shut he records the song. ♪ somebody order pancakes ♪ >> it's essentially him rapping about how badly 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 drop over in your new whip ♪ >> there's some great singles there. but "late registration" to me is when it all came together. that's an incredible record. ♪ i've got to 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 gonna touch the sky ♪ >> rappers weren't really doing it. musically it was brilliant. 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 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 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. ♪ i said ♪ ♪ i said baby ♪ ♪ you my apex 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 that i ever had ♪ ♪ best i ever had ♪ >> it wasn't just hip-hop. 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 had said all i could say ♪ >> usher's "confessions" was deeply personal and relatable. he just laid it all out there. ♪ i got to 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, 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. oh my god. sings, composes, and plays. 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, not written as flowing as the traditional r&b song. ♪ all the single ladies ♪ >> and beyonce understood better than anybody how to make r&b for a hip-hop generation. ♪ put your hands up up in the club ♪ >> i feel like everyone remembers where they were when they first saw the "single ladies" video. it was like, oh my god, i can't learn the dance fast enough. >> pop it a little bit. >> pop it. okay. >> like stick it. ♪ if you like it then you should have put a ring on it ♪ >> she was a woman speaking for other women. and that was so welcome. ♪ one by one even two by two ♪ ♪ everybody in the club let me show you how we do ♪ >> rihanna comes along and she's much more r&b than she is pop. she's got the sort of caribbean feel in her music. and there's something really fresh about her. ♪ a thief in the night come and grab you ♪ ♪ it can creep up inside you and consume you ♪ >> rihanna had this incredibly ambitious idea of what pop music was. and kept redefining herself as the edgiest, nastiest, most sophisticated pop star out there. ♪ it's raining more than ever know that we'll still have each other ♪ >> "umbrella." 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. ♪ stand under my umbrella ella ella ♪ >> toward the end of the decade with artists like rihanna, the danceable riffs of hip-hop led into r&b and pop. and hip-hop became bigger and bigger and bigger. it became the top. hey hun hey, get your own vapors relax with vicks vapobath or with vicks vaposhower. take a soothing vicks vapo moment wherever you chose. ♪ 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 some of my best memories growing up, were cooking with mom. she always said, “food is love.” so when she moved in with us, a new kitchen became part of our financial plan. ♪ i want to make the most of every meal we have together. ♪ at northwestern mutual, our version of financial planning helps you live your dreams today. find a northwestern mutual advisor at nm.com 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 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 i feel so down ♪ >> after 9/11 the city was burning. it was smoldering. ♪ sunlight ♪ >> 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. >> they're the most important band in the world for what they may inspire other people to do. >> 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. ♪ she can't wait she can't wait ♪ >> 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 countercultural by nature. karen oh, she's this violent, swaggering rock boy. and this heartbroken teary rock girl. and "maps" is one of those tracks that launched a thousand 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 ♪ >> so you have this resurgence of rock but you also have this resurgence of brooklyn and indie music. >> please welcome tv on the radio. >> tv on the radio, they were a multiethnic, multiracial band coming out of the brooklyn rock scene. you know, they were scholars of music. >> they made very proggy but also very punky rock that sounded like nothing else that had ever been done. ♪ ♪ daft punk is playing at 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 ♪ >> 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 connected spiritually to that moment. ♪ chill train wake up hold your mistake up ♪ >> arcade fire was this big anthemic rock band that made these songs you just wanted to holler along with. and to me it felt like the moment indie rock crossed over into something bigger. ♪ holiday oh holiday ♪ ♪ and the best one of the year ♪ it's the first time 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 want to make you mine ♪ >> historically there had been some wariness about selling your music to advertisers. it was seen as selling out. in the 2000s that totally disappeared. ♪ rock with me rock with me ♪ >> there's all these songs that became iconic primarily through their use in ipod commercials. ♪ one, two, three, four ♪ ♪ tell me what you're looking for ♪ >> 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've got the killers or you got kings of leon. and of course the white stripes. they all step into the role of capital "r" rock star. ♪ a seven nation army couldn't hold me back ♪ >> people thought the strokes were going to save rock. you felt 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 could probably say the white stripes or arcade fire are the last really big rock band in the classical sense. ♪ and the strays coming for 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's going to completely change what we think good music sounds like is not going to be playing an electric guitar. d lasts 12 hour. 12 hours?! who studies that long? mucinex dm relieves wet and dry coughs. it 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. ♪ poker face ♪ >> listening to something like "poker face" or "bad romance," you could tell she was a student of roxy music, she was a student of disco, she was a student of the drag balls. she was somebody who wanted to combine all of those elements into really aggressive, hard-hitting pop music. ♪ your love is 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, talking about how i make music because i love fast cars and [ bleep ]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 ♪ >> we have katy perry, shakira, nicky minaj. you have taylor swift just coming into her own. ♪ walking the streets with you and your worn out jeans ♪ >> taylor swift is a songwriter. 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. ♪ 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 could 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. ♪ >> 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. ♪ and i was like baby baby baby oh ♪ ♪ like baby baby baby no ♪ >> the 2000s, the music industry was undergoing a massive shift with all of 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 shuttered and shut down as you can tell, like so many 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-2000s, music labels realized that youtube, myspace, and file-sharing software was the way people were discovering new music. what do you do? you get all of the people you've heard online together in one act and you charge $130 to see it. and this proved to be a very successful model. ♪ >> the one that really set it off was bonaroo and coachella. >> so you came here from england for this? >> for the festival, 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 type -- any type of music you could imagine. >> music festivals, there would always be this deejay tent. over the years, that tent kept getting bigger and bigger. ♪ >> the superstar deejays, diplo, david guetta, cascade, these guys are pulling in millions as headliners. ♪ >> hip-hop stars are becoming rock stars. deejays are becoming rock stars. the only people who aren't becoming rock stars are rock stars. >> pop. ♪ >> 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, more about us as an organism. >> come on. >> clap your hands. >> clap your hands. clap your hands. 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've 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 good night ♪ >> with the help of a computer, the past is just cool stuff you could discover. and that's what a whole generation of new musicmakers 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. ♪ a good good night ♪ ♪ tonight the night let's hit it up ♪ ♪ i got my money hey let's put it up ♪ ♪ jump out that sofa ♪ ♪ i know that we'll have a ball ♪ ♪ i feel stressed and i won't let it go ♪ ♪ imagine what it was like back when the rolling stones could shock parents everywhere. my, how times have changed. >> i see hustling. i see killing. that's what i rap about. >> you can take me out of the ghetto, but you can't take the ghetto up out of me, dog. >> it's a tough time to grow up in. and nirvana and kurt cobain in particular reflect the angst. >> i learned how to write for myself, and it's pretty ironic that most people related to it. >> boom, there it is, platinum record. >> country music has taken over the airwaves and the record charts. >> t