I had been in studio for about six months listening and recording material, but I hadn't really heard a hit yet. When I started working with Max Martin in Sweden, he played the demo for 'Baby One More Time' for me, and I knew from the start it [was one] of those songs you want to hear again and again. It just felt really right. I went into the studio and did my own thing with it, trying to give it a little more attitude than the demo. In 10 days, I never even saw Sweden. We were so busy.
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Claudia Mitchell and Jacqueline Reid-Walsh, authors of Girl Culture: Studying girl culture: a readers' guide (2008), noted the lyrics of the song "gesture toward [Spears] longing for the return of an ex-boyfriend."[21] Spears said "...Baby One More Time" is a song "every girl can relate to. She regrets it. She wants him back."[22] The lyrics, however, caused controversy in the United States, because the line "Hit me baby one more time" supposedly has sadomasochistic connotations.[23] As a response, the singer said the line "doesn't mean physically hit me. [...] It means just give me a sign, basically. I think it's kind of funny that people would actually think that's what it meant."[6] Music journalist John Seabrook has said "Everybody thought it was some sort of weird allusion to domestic violence or something. But what it really was, was the Swedes using English not exactly correctly. What they really wanted to say was, "hit me up on the phone one more time" or something. But at that point, Max's English wasn't that great. So it came out sounding a little bit weird in English."[24]
The song was officially sent to contemporary hit and rhythmic contemporary radio on September 28, 1998.[34] On November 21, 1998, "...Baby One More Time" debuted on the Billboard Hot 100 at number 17 and topped the chart two and a half months later for two consecutive weeks, replacing R&B-singer Brandy's "Have You Ever?".[35] Simultaneously, it climbed to number-one on the Canadian Singles Chart.[36] The song reached the top spot of the Hot 100 Singles Sales and stayed there for four consecutive weeks.[37][38] This eventually propelled the single to a platinum certification by the Recording Industry Association of America.[39] Though not as strong as its sales tallies, "...Baby One More Time" also experienced considerable airplay, becoming her first top ten hit on the Hot 100 Airplay, peaking at number eight.[40] The single also became an all-around hit on Top 40 radio, going top ten on both the Top 40 Tracks and Rhythmic Top 40, and to number one for five weeks on the Mainstream Top 40.[36] It spent 32 weeks on the Hot 100 and ended up at number five on Billboard's year-end chart.[41][42] As of June 2012, "...Baby One More Time" has sold 1,412,000 physical singles, with 511,000 paid digital downloads in the United States.[43] It is Spears's best-selling physical single in the country.[43] "...Baby One More Time" debuted at number 20 on the Australian Singles Chart,[44] a month later reached number one and stayed there for nine consecutive weeks.[44] The song eventually became the second highest-selling single of the year,[45][46] only behind Lou Bega's "Mambo #5",[45][46] and was certified three-times platinum by the Australian Recording Industry Association for selling over 210,000 copies.[45][46] In New Zealand, the single spent four non-consecutive weeks at the top of the charts and after shipping over 15,000 units to retailers the Recording Industry Association of New Zealand certified it platinum.[47][48]
The track reached the top spot in the majority of countries in which it charted.[49] "...Baby One More Time" spent two consecutive weeks at number-one on the French Singles Chart and was certified platinum by the Syndicat National de l'Édition Phonographique after selling over 500,000 units in the country.[49][50] Additionally, the song topped the German Singles Chart for six consecutive weeks and sold over 750,000 copies, resulting in a three-times gold certification by the International Federation of the Phonographic Industry.[51] In the United Kingdom, according to Jive Records, "...Baby One More Time" sold more than 250,000 copies in a mere three days.[52] Spears broke a first-week sales record for a female act in the UK at the time when "...Baby One More Time" sold a total of 460,000 copies.[53] Eventually, the British Phonographic Industry certified it two-times platinum on March 26, 1999.[54] The single went on to sell over 1,445,000 units by the end of 1999,[55] making it the highest-selling single of that year and the 8th biggest song of the 1990s. As of 2018, it is the 32nd best-seller of all-time in the UK.[56] Additionally, "...Baby One More Time" is the fifth best-selling single by a female artist in the country, behind Cher's "Believe", Whitney Houston's "I Will Always Love You", Adele's "Someone like You" and Céline Dion's "My Heart Will Go On".[56] "...Baby One More Time" is one of the best-selling singles of all time, with over 10 million copies sold worldwide.[57] As of May 2020, "...Baby One More Time" has generated over 285 million streams in the US.[58]
The music video was directed by Nigel Dick.[59] After being chosen, Dick received criticism from his colleagues about wanting to work with Spears. He responded saying, "It's a great song. I don't know anything about Britney. I never watched The Mickey Mouse Club. She seems like a great kid and she's very enthusiastic, but I just love the song. It's just a great song".[22] The video's original setup was very different from what eventually became the final product. The plan was to have the video in a cartoon-like environment, a likely attempt to attract an audience of younger children.[59] Spears was unhappy with this, and argued that she wanted her video to reflect the lives of her fans and wanted to set the video in a school.[22][59] Spears pitched this idea to Dick, and explained she wanted the video to have dance scenes. The original setting was scrapped and replaced with Spears's concept.[22] Dick's first idea for the wardrobe was jeans and a T-shirt, but during the wardrobe fitting Spears asked for a schoolgirl outfit. Dick said that "Every piece of wardrobe in the video came from Kmart, and I was told at the time not one piece of clothing in the video cost more than $17. On that level, it's real. That probably, in retrospect, is a part of its charm."[22] The knotted shirt was Spears' idea, she recollects saying, "The outfits looked kind of dorky, so I was like, 'Let's tie up our shirts and be cute'".[60] About the experience of shooting her first music video, Spears said, "It was a wonderful experience. All these people there, working for you. I had my own trailer. It was an amazing experience".[22] The music video was shot on August 7 and 8, 1998, at Venice High School, the same school used to shoot the 1978 film Grease.[61][59] The video premiered on MTV and other video stations on November 26, 1998.[62][63]
"...Baby One More Time" has been performed in seven of Spears's concert tours since its release.[81][82][83][84][85][86][87][88] On ...Baby One More Time Tour, the encore consisted of a performance of the song,[81] in which Spears wore a black bra under pink halter,[81] a pink sequined plaid mini-skirt,[81] and black thigh-high stockings.[81] On 2000s Oops!... I Did It Again World Tour, "...Baby One More Time" was performed after a dance interlude in which the dancers showed their individual moves while their names appeared on the screens.[82] Spears took the stage in a conservative schoolgirl outfit to perform the song.[82] She ripped it off halfway through the song to reveal a cheerleader ensemble.[82] The song was also the encore of 2001's Dream Within a Dream Tour.[83][84] It began with a giant projection of a hologram of Spears onto a water screen.[83][84] The projection gradually shrunk until Spears rose from the stage while wearing a plastic cowboy hat, blue hip-huggers, and a matching bra top.[83][84] She began performing "...Baby One More Time" in a ballad version until reaching the end of the runway.[83][84] Pyrotechnics surrounded the stage while the song changed to a more uptempo version with elements of techno.[83][84]
"...Baby One More Time" has been covered on numerous occasions. One of the earliest live covers of the song was by the Scottish band Travis, recorded during one of their concerts in Robin Hood's Bay, North Yorkshire, England.[92] The song was later included in the release of their 1999 single, "Turn". Lead singer Francis Healey said, "We did it for a laugh the first time. [..] And as we played it, the irony slipped from my smile. It's a very well-crafted song. It [has] that magic thing."[13] The Guardian said this cover showed a new and more "dark" side of the band, commenting "slowed down to a mournful crawl, it was amazing how ominous the couplet "This loneliness is killing me / Hit me, baby, one more time" sounded".[92] PopWreckoning.com called it "perhaps the most well done cover of Britney's catalyst to eternal fame".[93] Spears heard their version while shopping in a mall and said, "It was so weird. I liked it though, I thought it was cool. It was a very different vibe from what I did".[94]In July 2005, the Dresden Dolls performed a cover during their summer concerts while opening for Panic! at the Disco. On July 18, 2006, frontman Brendon Urie joined the band to perform the song in Pittsburgh, Pennsylvania. PopWreckoning.com said the cover was "a strange twist to this pop ditty. It's obviously darker and actually tortured as opposed to Britney's school girl despair".[93]
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