Madonna founded her own entertainment company in 1992, Maverick, consisting of a record company (Maverick Records), a film production company (Maverick Films), and also music publishing, television, merchandising and book-publishing divisions. Maverick was a joint venture with Time Warner as part of a $60 million recording and business deal. The deal gave her a 20% royalty, equal at the time to Michael Jackson's. The 1st release from the venture was Madonna's first publication S_x, a book consisting of s_xually provocative and explicit images photographed by Steven Meisel. It caused media controversy but sold 500,000 copies in the U.S.
At the same time Madonna released her 5th studio album Erotica. It peaked at number two in the U.S., becoming one of her least successful records. Its title track peaked at #3 in the U.S. Hot 100. The album also produced five further singles; "Deeper and Deeper", "Bad Girl", "Fever", "Rain" and "Bye Bye Baby".
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