Social media platform Snapchat and singer Britney Spears have teamed up for a unique celebration to commemorate the 25th anniversary of Spears' No. 1 debut album ...Baby One More Time.
Team Spears and Snapchat have come together to create a 2024 VR experience, creating a series of Lens filters where the app user can virtually try on a letterman jacket with the word "Spears" emblazoned across the front. The color accents of pink, yellow and purple play off the wardrobe stylings shown in the music video for the album's smash title track. A second Lens filter can apply a shimmy to a selfie video, recreating the dance moves in the original music video.
As reported in People, Spears' Snapchat account is going the distance with a boatload of features. Snapchatters can add remixes of Spears songs to their posts, see behind-the-scenes footage of "...Baby One More Time," performance clips and also enter a Spotlight Challenge where they can submit their best "foyer dance" for a chance to win a share of $20,000.
25 years later, Spears' debut single detonated a music bomb so big, it was hard to fathom its impact back in 1999. Topping charts in 23 countries, "...Baby One More Time" is one of the biggest-selling singles ever with over nine million copies sold. (The album has been certified 14x platinum.) It turned Spears into a virtually instant star, which catapulted her into a glamorous, messy lifestyle compounded by marriages, children and the conservatorship handed down in 2008 in an attempt to stabilize her life.
The 42-year-old Spears' recent social media activity has mostly focused on her New York Times bestseller and tell-all autobiography The Woman In Me, zeroing in on her personal and professional upheavals, her relationship with Justin Timberlake and the end of her conservatorship in 2021.
Since earning that release, Spears has guested on only two songs: a 2022 duet with Elton John, "Hold Me Closer," a reimagined take on his "Tiny Dancer" and a 2023 collaboration with Will.I.Am, "Mind Your Business." Before deleting her Instagram account, Spears emphatically stated she would "never return to the music industry," answering news reports that British singer-songwriter Charlie XCX and American singer-songwriter Julia Michaels had been retained to work on a new Spears album. Spears' last release of new material was 2016's Glory, which reached No. 3 on the US Billboard 200 and Number 2 on the UK's Official Charts.