Word: backstreeters
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...Early that year, PoP and Martin saw a video of five guys singing at Sea World. They were called the Backstreet Boys and they were good, Martin says, "but we were concerned that there were too many boy bands around." Jive, the Boys' label, pushed. PoP and Martin relented. And Backstreet flopped. We've Got It Goin' On, co-written by PoP, Martin and fellow songsmith Herbie Crichlow, got only to No. 69 on Billboard's U.S. chart. But Germany fell for the song, and bsb fever swept Europe. The Boys had an edge that bands like Boyzone didn...
...Martin took the musical reins, while studio co-founder Tom Talomaa continued to oversee the business side. They kept Cheiron's modus operandi - plenty of video-game breaks, practical jokes and the like - that PoP had instituted. And the music actually got bigger, with Martin's hits for Backstreet, Britney, Celine Dion and 'N Sync as well as huge songs from other teams, including Kristian Lun-din and Jake's Bye Bye Bye for 'N Sync, and Jörgen Elofsson, Per Magnusson and David Kreuger's Westlife singles...
...also happened to have a good voice and caught the ear of Cheiron's Denniz PoP, who shifted Crichlow's focus to song-writing. The hits soon followed. With PoP and Max Martin, Crichlow penned the Backstreet Boys' We've Got It Goin' On, while he and Martin wrote Quit Playin' Games...
Thanks to his chart success with Britney Spears, Celine Dion, the Backstreet Boys, 'N Sync and other acts, Swedish songwriter Max Martin has been called a one-man hit factory. The reclusive Stockholm-based Martin, though, has managed to cling to relative anonymity even as the artists he works with and the hits he writes have been catapulted into the spotlight. He avoids attention, most press coverage and even awards ceremonies. Shortly after Martin closed his longtime studio, Cheiron, and opened a new one, TIME's Jeff Chu sat down with him to talk about his erstwhile rock-star dreams...
...teaming up with the Backstreet Boys and hitting it big around the world...