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Britney Spears's next album, Britney, was released on November 6, 2001, and debuted at number 1 in the charts. The first single "I'm A Slave 4 U" was produced by The Neptunes, and its R'n'B stylings heralded the starlet's attempt to grow with her audience, young or old. Over 4 million copies of Britney were sold in the United States alone, and the album went on to sell over 12 million copies worldwide. While the album was very much a hit by anyone else's standards, these figures are low in comparison to the sales of her other albums.

Following the first two successful albums, Britney Spears's career skyrocketed, and a multimillion-dollar music, film, advertisement, concert and TV-special "industry" sprang up around her. Her most popular ads were for Pepsi. In 2003 there was media speculation that the soft drink behemoth were planning to replace Spears with Destiny's Child frontwoman Beyonce Knowles. This speculation turned out to be false, and Spears has gone on to sponsor other Pepsi products.

Britney Spears's success has rested on a mixed fanbase. Millions of prepubescent girls became enthusiasts for her work, adopting her as an idol. It also appears that many young adult males are also fans. Writers on popular music for the mainstream press, however, have generally been dismissive of Spears' music, considering it to be commercial and shallow.