Amid the mid 1990s teen-marketed dance-pop renaissance that emerged from the cultural backlash and commercial slowdown in both North America and Europe to the grunge and Britpop waves, respectively, building tension regarding numerous creative differences between Robyn and RCA to capitalize on her rising star-power in the late 1990s, then between her and new label Jive (later bought by the former) in the early 2000s on her sonic, songwriting and aesthetic direction lead to Robyn striking out on her own, buying out of the latter contract and starting her own label entirely.

Distribution deals with other major labels were later set up that wouldn't impact many of the creative decisions she wished to make for her records.

Denniz would pass away from stomach cancer in 1998 prior to Britney's massive debut that became the blueprint for subsequent debuts from Christina Aguilera, Jessica Simpson, and Mandy Moore, with Cheiron being dubbed at the close of the teen pop era in 2003 by Rolling Stone as "Sweden's Lolita-pop dollhouse".

Her label Jive then raised concerns in early 1999 about the lyrics regarding her abortion in October 1998 at the age of 18 that was addressed in her songs "Giving You Back" and "88 Days" for her album to be released later that year, "My Truth", and the sound of several other tracks, wanting to re-record half the record entirely.

Finally, in mid-2003, after her album cycle for Don't Stop the Music, the label rejected the harder synthpop direction of her new demos influenced by Swedish band The Knife, especially "Who's That Girl", which was later released and charted at #26 in the UK and #37 in Sweden.