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Shortly after "HIAM" hit the Net in January, Britney's choreographer, Brian Friedman, teased that the pop star would be wearing some over-the-top costumes in the video. And then fans learned that Jonas Åkerlund — who has worked in the past with Lady Gaga and Madonna — would direct the clip. The video was shot over two days in Los Angeles in late January.
On January 24, Spears unveiled the first video preview, in which she appeared wearing a red dress, surrounded by microphones.
Days later, Friedman sat down with MTV News and revealed that Spears had gotten into a groove again and was showing her old "tigress quality." He also shared that the video would feature only Spears and 10 male dancers, despite the fact that several female dancers had also been tapped for the clip before it was decided Spears would be the only woman in the video.
Friedman also said the collaboration between Spears and Åkerlund was a match made in heaven, and in spite of the director's past with Lady Gaga, as well as styling by Åkerlund's wide, B. Åkerlund, who has also worked with Gaga, he confirmed there was no sign of Gaga in this video.
In February, Spears began dropping teasers from the video. With each new clip, a small piece of the puzzle was revealed, including sexy dance sequences and even sexier costumes.
By premiere day the star had dropped 14 mini-teasers and one long extended tease, showing only miniscule parts of the very large puzzle. The teases not only premiered on Brit's Twitter page, but she also got celebrities like Justin Bieber and DJ Pauly D onboard to release several other teases over the course of the rollout. And by the time the video's premiere date rolled around, the teasers had been viewed more than 12 million times on both Brit's official YouTube page and MTV.com.
With those teases came little messages from Spears on her Twitter page, where she shared her excitement for the video and updated fans on the status of the video's cut. By premiere day, all she had to say was simply, "Today's the day."
It seems safe to say Spears is ready to own the pop world again, and this video is just the beginning. "She's showing that you have to push it as an artist, that you can't just settle, that you can't be calm with your choreography, that you have to make a statement," Friedman explained.
"There's so many people out there competing in this world to be the queen of pop, and she's definitely claiming her throne."
Don't miss Britney Spears' "Hold It Against Me" video premiere tonight at 9:55 p.m. ET on MTV and MTV.com, followed by "MTV First: Britney Spears' 'Hold It Against Me' Video Premiere," a live discussion on MTV.com at 11 p.m. about the new clip and what's next for the pop star. Get in on the discussion by tweeting @MTVNews with the hashtag #HIAM!