Background

I must confess, I still believe. She gave us a sign. And I wish she’d give us a hit one more time.

“…Baby One More Time” is a song by Britney Spears, released on September 1998, as the lead single from her debut studio album of the same name. It was written and produced by Max Martin, with additional production by Rami Yacoub. The track remains as one of the best selling singles of all time worldwide. And if I was a betting man, I’d say 9 out of 10 people who listen to English music know this song.

Hindsight Baby One More Time

The general public never overlooked the genius of “…Baby One More Time”. Whether you watch videos on MTV or listened to music on the radio, the track was inescapable. The single dominated the music charts of almost all territories where it was released. Karaoke bars then and now need this track on their playlist. Any nostalgic recollection of 90s music would only be complete when the song is included.

But decades back, this was dismissed as a bubble gum pop track that only TRL and the Teen Choice Awards take seriously. MTV Video Music Awards and the Grammys paid this song dust by nominating it but not rewarding Britney any victory. Critics, when it was released, would be complimentary but always qualified their opinions with how “silly” or “vapid” the composition was.

Fast forward to today, no major publication would dare exclude this from any greatest hits list or decade defining songs. It may take time but history will get it right.

The Rise of Max Martin

Nowadays, the biggest name in producing music is Max Martin. Some of his recent work include music from Taylor Swift, Ariana Grande and The Weeknd. But in the 90s and early 2000s, the celebrity was bigger than the team behind them. And one can argue, that remains to be the case. But the disparity was even greater then. But even as a relative unknown, he was already working with the biggest pop stars at that time – Britney Spears, N Sync and the Backstreet Boys.

Max Martin is also a prolific songwriter whose career spans decades. As of January 2026, he’s written 28 Billboard Hot 100 #1s, the first of which is “…Baby One More Time”. But just how iconic was his contribution?

The first three notes of piano in the bass range was his creation. I can’t think of many songs where they are easily recognizable within seconds of playing. And even though the rest of the English speaking world wouldn’t say “Hit me baby one more time”, that didn’t matter and the world simply embraced this phrase.

I Still Believe in Britney Spears

Given how beloved Max Martin has become as the years passed by, and how young Britney was when the song was released (16 years old), discrediting her artistry is easy. But you couldn’t make a bigger mistake.

A huge part of the imagery we got to see on screen was her creation. The school setting, the outfits and the inclusion of dance sequences almost didn’t materialise. These were all inputs from Britney as she pushed back the original concept for the music video.

She also not considered by many as the best vocalist. I don’t. But her style is distinct and that counts more in my book. The breathy and sultry delivery of the line “Oh baby, baby” is iconic and celebrated. And other singers with a higher range can only wish for the same recall and impact.

The Passed Up Opportunity

TLC and the Backstreet Boys were offered “…Baby One More Time” but declined. And while there are more important considerations than chart success, I don’t know if either group had regrets passing on the opportunity to record one of the biggest songs of all time. Of course, hindsight is 20/20. Who would also know if their rendition would create the same impact? But, it’s fun to speculate!

Of course, Britney is more than this single. But the track did introduce her to the world and gave her a springboard that launched her into superstardom. There’s a lesson here somewhere about seizing the moment and discerning gold when it presents itself. Maybe the other wished they’d been hit with this one more time.

Conclusion

The world should not have let Britney go. Or at least, the world and the people around her should have been kinder to her. I wish she’d hit us with another one like “…Baby One More Time” sooner rather than later.