
After years of being fodder for the celebrity press, Britney Spears’s train wreck of a story hit a news high last week when a judge with less tolerance for her antics than the public took away custody, at least temporarily, of her two young sons.
The stern ruling lent her saga a dose of poignancy. For all her recent bizarre, unexplainable behavior, Spears is now a mother in danger of losing permanent custody of her two toddlers, ages 2 and 1.
But the latest installment also showed that the attention paid to this long-running public drama has become a force of its own – one that sells magazines and music, increases Web traffic and gives obscure characters their minutes of fame.
Who won and who lost in the latest twists of the Britney story?
When it comes to traffic, “Britney is Old Faithful,” said Harvey Levin, the managing editor of TMZ.com, one of the top gossip Web sites, adding that both page views and unique visitors spike when an item on her appears, though he declined to give exact figures. Since the ruling last week, which was followed by an order that allows Spears monitored visits every other day, the site has run numerous updates.
Levin said interest in Spears outweighed that of any other celebrity among TMZ’s users. “There are people who love her and there are people who think she’s a train wreck,” he said, “and everybody wonders how it’s going to end.”
Staying in the public eye, even scandalously, has generated a high amount of interest in Spears’s artistic comeback. Despite her lethargic performance at the MTV Video Music Awards last month, derided by critics and viewers, her single “Gimme More” is selling strongly. It has been the No. 1 singles download on iTunes and sold more than 179,000 copies in its first week on sale on digital services. Largely as a result of those sales, the song pole-vaulted from No. 68 to No. 3 in the week ending Sunday, Sept. 30, on Billboard’s Hot 100 chart, which tracks sales, radio airplay and other types of demand.
Spears’s record company is readying the release of a video and an album.
Is controversy good for sales? Geoff Mayfield, Billboard’s director of charts, said the strong sales of “Gimme More” reflected pent-up demand since the single only recently became available after weeks of radio play. He and others in the music industry said it remained to be seen how all the attention Spears is getting will affect sales of the album, which, they noted, must appeal musically if it is to sell well.
But one way her personal troubles are undermining a comeback is the time they take away from her ability to promote her music. “Without a doubt, her personal life has prevented her from keeping the focus on the video, the song and everything that should accompany the release of a worldwide superstar’s record,” said Jeff Rabhan, a talent manager who represents the singer Michelle Branch and other artists.
Michael Pagnotta, a music manager and publicist who most recently represented the Olsen twins, said Spears risks irreversible damage to her career. “There’s a tipping point and she’s close to it,” he said. “Michael Jackson found this out.”
Right after Spears’s MTV appearance, Chris Crocker, a fan, made a two-minute video for YouTube in which he rails against Spears’s detractors while sobbing. The “Leave Britney Alone!” video has become one of the site’s most viewed entries of all time, with more than 10.8 million viewers, and Crocker is making appearances on American talk shows.
A former bodyguard, Tony Barretto, who worked for Spears from March to May, hired the media-savvy lawyer Gloria Allred to inject himself into the custody case (and onto television news shows), by reporting that he had seen Spears snorting cocaine at a nightclub and driving unsafely with the kids, among other transgressions. Last Wednesday, Barretto met with officials from the Department of Children and Family Services for about two hours and asked for an investigation of Spears’s behavior.
Allred said her client, the father of two young children, was motivated by concern over the well-being of Spears’s children, not personal gain.
It appears that the 24/7 coverage of Spears worked to her disadvantage in recent days. TMZ says lawyers for Kevin Federline, her former husband, subpoenaed one of its videos showing the pop star driving with her children late last month without a valid license, in direct violation of an order by the judge presiding over the custody case.
Janice Min, editor in chief of US Weekly, said, “I’m not sure that the change in custody would have occurred so quickly had the press not actually been so closely following her role as a mother.”
Levin of TMZ said Spears needed “a wake-up call.”
“It’s not a frivolous story anymore,” he said. “This is a woman who loves her kids who doesn’t have her kids. It’s now taken tragic elements.”




The curtain came down on Milan Fashion Week yesterday with a show by the cult Italian label, AB/SOUL.


