FEATURE:
You Gotta Get with My Friends…
Spice Girls’ Wannabe at Thirty
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IT is not an exaggeration to say…
IN THIS PHOTO: Geri Halliwell, Melanie Brown, Victoria Adams, Emma Bunton and Melanie Chisholm circa 1996/PHOTO CREDIT: Tim Roney/Getty Images
that this is one of the most important debut singles ever. One of the best too. Spice Girls released Wannabe on 26th June, 1966. Its thirtieth anniversary is coming up. I wrote about it recently, to mark thirty years of its recording. Since then, Spice Girls have shut down any rumour they are performing together or there is any sort of reformation. Instead, I do feel they will mark thirty years of Wannabe and say something about it. Such an iconic moment in British culture, everything about this song struck a chord. Its amazing one-shot video and the infectious and indelible chorus. The energy of the song and bond of the group – Emma Bunton, Geri Halliwell, Melanie Brown, Melanie Chisholm and Victoria Adams (as they were known in 1996; before marriages) – makes Wannabe such a compelling song. One that transcends generations and tastes. You can put the song on now and it still sound so exciting. Not many moments since that have been so huge in popular music. Introducing this group who would be around for a brief time but make such an enormous impact. I was thirteen when Wannabe came out. It was a revelation. British music did have great female Pop artists, though Britpop bands and that sound still hanging around. Male-dominated. Spice Girls might have been a bit clunky or insincere with their Girl Power mantra – in the sense that it seems like a marketing gimmick or others beats them to it -, though it definitely captured a generation of young and teenage girls. A number one in the U.K., Wannabe also went to number one in the U.S. Spice Girls’ debut album, Spice, came out on 19th September, 1996. There were other brilliant singles from the album – such as Say You’ll Be There -, though Wannabe had to be the debut! It is the perfect introduction to one of the all-time great groups.
Apologies if there is repetition from my first feature about Wannabe. However, as I could not overlook its thirtieth anniversary, I wanted to explore this masterpiece Pop song thirty years on. In 2024, Wannabe was celebrated by GRAMMY on the day it was released in the U.S. (7th July). Wannabe was released in the U.K. on 8th July, 1996. Though it was released in Japan on 26th June, so I am using that date:
“While the Spice Girls may have seemed like an overnight success in America, its members had been working their way through the British music scene for years. In March 1994, hundreds of aspiring stars crammed into Dancework Studios in London after an advertisement was posted in The Stage magazine looking for the next girl band.
The groups were randomly split up, taught a dance routine, and then had to perform the song for talent managers and father-son duo, Bob and Chris Herbert. One month later, with 10 girls left, the initial final four — Melanie "Scary Spice" Brown, Melanie "Sporty Spice" Chisholm, Victoria "Posh Spice" Adams, and Geri "Ginger Spice" Halliwell — were all chosen to form the final group with a then-17-year-old Michelle Stephenson. The group moved into a home together, where they received additional dance training and vocal coaching. However, Michelle was soon replaced by Emma "Baby Spice" Bunton, completing the lineup of Spice Girls that as we know them today.
"Of course I regret I'm not a multi-millionaire like them. But at the time I left the group I knew I was doing the right thing and I still think it was the right thing," Stephenson told The Mirror in 2001. "It wasn't my kind of music and they were not living the lifestyle I wanted."
The group's charisma and corresponding archetypal personalities were put on display in the music video for "Wannabe." The iconic, single-take music video shot in London’s Midland Grand Hotel (now St. Pancras Renaissance Hotel), became as legendary as the track itself. In 2015, Billboard included the video for "Wannabe" in a list of 10 iconic girl group videos, solidifying the video's lasting impression.
Directed by Johan Camitz, the video was the perfect visual introduction to the group: Ginger Spice unapologetically dances through the hotel in a sparkly Union Jack leotard alongside Scary Spice, whose bold persona is conveyed through carefree dances that included whipping her hair around. The group's distinct, playful personalities remained a key selling point used throughout their career.
"Wannabe" producers Matt Rowe and Stannard first saw the Spice Girls at a showcase, and the duo instantly knew that they had the next group of superstars. Soon after, Rowe and Stannard worked with the group to produce "Wannabe," and the chemistry was undeniable.
In her 2002 book, Catch a Fire: The Autobiography, Brown recalls that the producer duo understood the group's vision and automatically knew how to blend "the spirit of five loud girls into great pop music."
"Wannabe" was an inescapable radio hit in the '90s — for all the right reasons. From the punchy beat and distinctive vocal inflections, to the shouts of "if you wanna be my lover," the song remains as a persistent earworm.
Even science backs that claim up. According to a 2014 study conducted by the University of Amsterdam and Manchester's Museum of Science and Industry, researchers found that study participants were able to identify and name "Wannabe" in an average of 2.29 seconds, making it the quickest recognized song in the study. This was ahead of Lou Bega’s "Mambo No 5" and Survivor’s "Eye of The Tiger," and underscores "Wannabe’s" celebrated and timeless status.
While the song itself is a lively, carefree summer anthem perfect for blasting in the car with the windows down, its lyrics resonate with a powerful message of female empowerment and friendship, standing tall above conventional romantic themes.
"Girl Power embodies much more than a gender," Gerri Horner, formerly Halliwell, told BBC in 2017. "It's about everybody. Everybody deserves the same treatment, whatever race you are, gender you are, age you are. Everybody deserves a voice”.
In 2022, Stereogum included Spice Girls’ Wannabe in their The Number Ones feature. I did include this last time, though I do like their insights and analysis. I am not surprised it was a chart-topper in the U.S. Spice Girls seen as a quintessential British group, though their appeal is universal. The empowering messages resonated around the world. Wannabe is one of the catchiest songs ever released. No wonder it was a commercial smash:
“Wannabe" came out in the UK in the summer of 1996, and it was an immediate smash. The Spice Girls' first four singles all went straight to #1 in the UK, and they were the first act ever to pull off that chart feat. When Spice came out in the UK, the album sold millions of copies, even though the UK is small enough that selling millions of records is very difficult. A British pop phenomenon might've been a hard sell in the US at the time, but the Spice Girls got a big push here, too. "Wannabe" got its US release in January of 1997, and it debuted at #11, jumping all the way to the top a few weeks later. For a few months, I heard it all over the place.
The crudeness of "Wannabe" is not a drawback. Before the girls even start singing, we get Melanie Brown and Geri Halliwell yelling about what they really really want over a hyper-compressed synth that sounds like a guitar. That riff genuinely rocks, and it always reminded me a bit of Elastica's "Connection," so maybe the Spice Girls really were Britpop. Once they hit the chorus, the sweetness comes in, but the propulsion never disappears. As singers, none of the Spice Girls are gifted enough to compete with the American R&B stars who were their pop-chart competitors, but their sheer adrenalized charge is more than enough to overcome that. It never even occurred to me that the rap part was a rap part; it just always sounded like different Spice Girls happily yelling at each other. That was fine with me. It was fun to hear them yell at each other.
"Wannabe" was never supposed to exist in isolation. It's simply a vehicle for the whole Spice Girls machine. The machine worked. The Spice Girls never managed another American chart-topper after "Wannabe," but three different singles from Spice did barnstorm their way into the top five. After "Wannabe" and "Say You'll Be There," there was also the almost-ballad "2 Become 1," which peaked at #4. (It's a 5.) Spice sold seven million copies in the US, and it was the biggest-selling album of 1997.
For a couple of years, the whole Spice Girls circus was just relentless. At times, the music almost seemed secondary to the whole marketing juggernaut, the dolls and posters and Pepsi ads. Before 1997 was over, the Spice Girls starred in their own movie Spice World, which aimed for A Hard Day's Night-style zeitgeist silliness and which is now remembered, half-fondly, as a deeply strange time capsule of late-'90s pop culture. There is, for instance, a scene where the girls meet some aliens who want their autographs.
Along with that movie, the Spice Girls also released their sophomore album Spiceworld at the end of 1997, and their single "Too Much," which peaked at #9, became their last American top-10 hit. (It's a 6.) The album also had singles like "Spice Up Your Life" and "Stop," which were serious jams but which couldn't quite make the top 10. ("Spice Up Your Life" peaked at #18, "Stop" at #16.) In 1998, while the group was in the midst of a global tour, Geri Halliwell announced her departure from the Spice Girls. She was dealing with personal issues, and the attention was a bit much. Spiceworld still went quadruple platinum in the US.
Geri Halliwell's departure broke the spell. Without Halliwell, the Spice Girls followed Spiceworld with the 2000 album Forever. Their single "Goodbye" managed to reach #11 on the Hot 100, but the album only sold a tiny fraction of what the other two had done. A month after the LP's release, the group announced an indefinite hiatus, and all the former Spice Girls went on to solo careers.
None of the solo Spice Girls became stars, though Victoria married David Beckham and turned herself into a big deal in the fashion world. All of the Spice Girls released solo albums, but none of them has ever made the Hot 100 as a solo artist. When they get back together, though, they're still a huge draw. All five Spice Girls reunited for a hugely lucrative 2007 tour, and they also played the closing ceremony of the 2012 Summer Olympics in London. A lot of stars played that ceremony, but the Spice Girls were the unmistakable headliners.
In 2019, the Spice Girls once again reunited, and they once again filled stadiums and made a whole lot of money. Victoria Beckham sat that reunion out. In a Stereogum interview last year, Melanie Chisholm told my colleague Rachel Brodsky that she wanted to do more reunion shows, especially in America. I have very little doubt that it will happen. The Spice Girls are stronger together than they are apart.
As a chart phenomenon, the Spice Girls really only lasted about a year in America, but they were harbingers of change. The pop charts were about to get a whole lot brighter and more energetic. The kids buying records, kids younger than me, didn't have much use for their older siblings' favorite music. They wanted something else. That something else would be known as "teen-pop," even though much of the target audience was decidedly preteen. We'll see a whole lot more of that music in this column in the weeks ahead”.
Definitively and scientifically proven to be one of the catchiest Pop songs ever, I want to end with this Redbrick review that was last updated in 2022. I do wonder what will be written for its thirtieth anniversary. It would be great if artists were interviewed together about their memories of the song and standout lines. It is one of those songs that not only was a cultural phenomenon. It was the birth of this whole movement and Pop sensation. A group who would have a score of number one songs and influence so many major Pop artists of today:
“One can only imagine how many pinch me moments The Spice Girls must have had throughout the years. Twenty-five years ago they had no idea just how big their song ‘Wannabe’ would become when they released it. Look forward to today and the song has become an iconic anthem that is still sung by many no matter the occasion – whether that be on a night out, jamming out to songs in the car or singing in the shower. It is often rare for a cheesy song like ‘Wannabe’ to still be popular decades on; usually music evolves and tastes change making songs irrelevant. So, what exactly did The Spice Girls do differently to make sure that their debut song escaped the pit of one hit wonders?
The Spice Girls were formed in response to a 1993 advert in a trade magazine looking for girls to form a girl band. Hundreds applied but eventually the crème de la crème were chosen and a young Geri Halliwell, Melanie Brown, Melanie Chisholm, Emma Bunton and Victoria Adams entered the world of stardom. Little did they know that they were about to become one of the most successful girl bands of all time, paving the way for many others to follow their lead; without The Spice Girls’ success in a male dominated industry, it is highly likely that the likes of Girls Aloud, Sugababes, The Saturdays and Little Mix would never have formed. They were able to use the media to their advantage and build up a credible name for themselves – soon enough the whole world would recognise them as Ginger, Scary, Sporty, Baby and Posh Spice – becoming the ultimate feminist icons. The Spice Girls changed the music industry’s perception of women forever… and it all started with ‘Wannabe.’
The Spice Girls changed the music industry’s perception of women forever… and it all started with ‘Wannabe’
‘Wannabe’ was the perfect debut song for The Spice Girls; they were able to transform an overused love song into one that prioritised friendships over relationships. The whole song screamed ‘girl power’ from start to finish which was very unusual at the time it was released. Shock horror – a woman is no longer solely singing about pining after a man or suffering from heartbreak. There is actually more to a woman’s life than pleasing a man. This approach to music made the five girls instantly likeable; finally there was music on the radio that girls and women across the world could relate to. To them, the girls were a familiar resemblance of their own real-life friends, each bringing their recognisable and distinct style and personalities to the band. Their energy was like no other, with listeners knowing that the girls had their backs, becoming a platform for female voices to be heard.
‘Wannabe’ was centred around the idea of friendship, a rarity for a chart topping hit. It laid out a woman’s priorities in a relationship which, you may have guessed, was likely to cause quite the stir in an industry that was predominantly controlled by the patriarchy. The song put women’s wishes and needs at centre stage with the girls singing with pride ‘I’ll tell you what I want, what I really really want.’ Oh, and if a man did not meet her simple, very reasonable requests then that’s his loss. The girls even made references to their sexual preferences – they had the power to get the lyrics ‘We got Em in the place who likes it in your face/ We got G like MC who likes it on an…’ onto mainstream radio. The song made it very clear that women don’t exist to please men in the bedroom – much to patriarchal disappointment.
The song put women’s wishes and needs at centre stage
Why the nation still plays ‘Wannabe’ on repeat is no mystery. Those who grew up with the song listen to it as a beautiful piece of upbeat nostalgia whilst the teenagers and young adults of 2021 can relate to the song’s message just as much as their parents did when they were younger. In a generation that focuses on feminism and girl codes, the idea of prioritizing ‘friendship’ over relationships is strongly supported. The song teaches young girls and women to appreciate their own worth which is something that will always be relevant.
Today, The Spice Girls are role models for women all over the world, many of whom were not even born when ‘Wannabe’ was first released. With the iconic outfits, catchy lyrics, important messages and the girls’ fun personality it is no wonder that twenty-five years later, The Spice Girls will continue to go down in history as one of the best bands ever to exist. ‘Zigazig-ah’”.
Wannabe changed the mid-1990s Pop landscape. It was a much-needed explosion of colour and female empowerment and friendship. Wannabe is about how friendships and self-respect is more important than romantic relationships. Not that many artists )even women) expounding that in the 1990s. Spice Girls would release other songs that emphasised this message. Talking about safe sex. They were empowering but also responsible. Resonating with girls and teens who perhaps felt relationships were the be-all-end-all and that friendships were second-best. This amazing group changed the game.
The fact Spice Girls’ members all had their own nicknames (Sporty, Ginger, Posh, Baby and Scary – you know which name applied to which members!), gave them this extra layer. Rather than it being cartoon-like, you felt more of their personality. Always funny that Geri Halliwell was stuck with ‘Ginger Spice’. Pretty obvious and meant she could never change her hair colour! Nothing to do with any attribute. However, I was also a big Spice Girls fan. I had grown a bit weary of the male-heavy mainstream and guitar music. Spice Girls offered something fresh and much more invigorating. In 2016, marking twenty years of Wannabe, VICE discussed the song’s power and legacy. How it essentially saved '90s Pop from a boring male-led death. The excess and peak of Britpop had passed. We needed something to pick us back up. I feel Spicemania and that whole thing was much more memorable and impressive than Britpop:
“That phrase was the centrepiece of the Spice Girls debut single “Wannabe” in 1996 and while it may have initially been devoid of any linguistic meaning, it’s arguably gone on to define the topography of the decade. When we think about the 1990s, we may think about Furbies, or Dr Dre, or Cat Deeley getting gunged on SM:TV Live, but it’s “zig-a-zig-aah” that captures a certain nuance of the era. It is the sound of girl power revving its engine up again, of the rise and culturally dominant nature of pop groups, of a better time where new friendships were formed over dancing, dressing up, and debating whether or not Geri Halliwell was a better singer than Sporty Spice. Look into the history books and you’ll see it. 1990s: the “Rachel haircut”, Adidas poppers, and “zig-a-zig-aah”.
The thing is – as is always the way with history and ideas and cultural retrospectives – not everyone agrees you can put the 1990s in a blender and end up with the cool, refreshingly powerful sound of the Spice Girls debut single. For a start, there are still a lot of people who think The Stone Roses are God’s only gift. But there’s also the fact that the Spice Girls attracted a fair amount of criticism for their brand of pop. To some, they killed feminism, subverted morality and embarrassed us all. To others, it was infuriating to see them emerge, supported financially by a major label and physically by Wonderbra’s, straight to number one. If you asked one writer this week, the eventual demise of the 1990s into today’s world of depravity is all down to the Ginger Spice, Baby Spice, Posh Spice, Scary Spice, and Sporty Spice. But fuck that. It’s now been twenty years since the release of “Wannabe”, and it’s hard to argue the importance that the track had on our collective experience through the years that have come since. Just in case anyone is confused, though, I’m going to do exactly that.
Before “Wannabe” was unleashed into the world, 90s pop music in the UK was dominated by men, with the charts saturated by either Britpop lads or boy bands like Take That and East 17. This isn’t to diminish the women who were making their mark on the charts – the likes of Gabrielle, Des’ree and The Cardigans among others – but rather than the intergenerational appeal of the Spice Girls, these were artists that mostly belonged in your parents CD changer. With their more simplistic, relatable take on cheery pop, Spice Girls felt like a perfectly-timed antidote. Even now, the opening riff of “Who Do You Think You Are” conjures up an almost irrepressible feeling of invincibility. With our saved-up pocket money, the Spice Girls taught a generation of girls that they were the new queen-makers.
Of course, “Girl Power” did exist pre-Spice Girls. The term was brought about by all-female group Mint Juleps back in the 80s with their song “‘Girl To The Power of 6”, before riot grrrl powerhouse Bikini Kill used the phrase in a zine. But it was the Spice Girls who brought the message into the mainstream, subsequently launching a consumer-friendly brand of feminism to a whole new generation. In many ways, the pop group were tied up in the spread of third wave feminism – a wave that was attracting a much younger audience. As a kid, I had no clue who Germaine Greer was, but I was all about my “girl power” crop-top. This was about girls being supportive to one another; about women and girls coming together, having a good time and accepting themselves. Whether you agree with their brand of feminism or not, pedalling a message of female solidarity and empowerment in the process can hardly be looked upon with disdain.
While boy bands were devised to sing to girls, the Spice Girls sang with them. More to the point, they were working-class girls, pulled from various regional suburbs, that appealed directly to other working-class girls. The Spice Girls represented a new window to fame based on singing and dancing, which, as Valerie Walkerdine put it in 1998, presented pre-teen working class girls with “the possibility of a talent from which [working-class girls] have automatically been excluded by virtue of their supposed lack of intelligence or culture.” Asking my friends now why they loved the Spice Girls so much, most of them say it was because they were five girls who were best mates, but who all had different personas that made everyone feel like they had a place. Obviously the dynamic wasn’t perfect – the only woman of colour being donned “Scary Spice” is all kinds of problematic (though maybe I’m bitter ‘cos, as the only non-white kid in my year, I was made to be her in the playground even though my favourite was Baby) – but it felt close to perfect at the time.
To high-brow music snobs – AKA, cynical husks who cannot understand the unrelenting positivity that’s instilled within the roots of pop music – a girl group who were “manufactured” may not seem very “cool” or “authentic”. But Spice Girls weren’t meant to appeal to fans of Radiohead. Besides, they co-wrote most of their own songs, and insisted – against the advice from label executives – on “Wannabe” being their first single. In fact, before they even released anything, the Spice Girls bailed on the management team that put them together in the first place, taking the master copy of their recordings along with them, which is pretty badass.
As the Spice Girls’ reign went on, they seemed to become less of a musical entity and more and more of an overt marketing tool, with Pepsi, Walkers, Polaroid, Barbie and more scoring very lucrative deals with them. But their success on the non-musical side of things only serves to reinforce the pop cultural phenomenon they had bestowed upon the British music industry and the world. A pop act having this much sway in the products people were buying was unprecedented – on that scale, it seems unlikely to ever be repeated. That a group of girls could have such monocultural significance was inspiring. You can roll your eyes and say “Girl Power’’ was a vapid marketing ploy, but the 2016 Wannabe remake “#WhatIReallyReallyWant” is proof of the staying power of the concept, and of how unifying the idea of women banding together to get their voices heard can be. Plus, Nelson Mandela called meeting the Spice Girls one of the best moments of his life. Are you really going to argue with Nelson Mandela?
If it hadn’t been the Spice Girls, maybe another group would have filled that consumerist pop vacuum, but they didn’t. Two decades later, their songs still slay the dancefloor. Naysayers will point to 21st century celebrity culture and reality shows as being the “fault” of the Spice Girls, but I’d argue their impact on pop music was way more far-reaching than modern pop consumerism. Without everything that came after Scary Spice’s laughter at the beginning of “Wannabe”, could there have so easily have been a Britney playing coy girl next door without Baby Spice? What of Christina, Sugababes and – importantly – Destiny’s Child? The room for the latter’s focus on Independent Women was arguably paved by Girl Power. As recently as June, Adele chanted a bit of “Spice Up Your Life” whilst on stage in Amsterdam, and it made sense that one of the biggest female pop-stars of our time should feel indebted to the Spice Girls”.
It is interesting how the press perceived and viewed Spice Girls. Many quite snobbish and insulting. Thinking they were a gimmick and mocking their Girl Power message. This THE FACE interview Miranda Sawyer conducted with the group in late-1996 is not worded in the most complimentary manner. Though, if you snigger at a group who say they want to empower girls and women around the world, over a million Brits have bought Wannabe:
“In case he forgot his name,” says Geri. It’s time to leave. The Spice Girls have to record interviews for The Box and The Chart Show, do a radio face-to-face, a cover story for Live And Kicking magazine plus three photo shoots. As Emma, Geri, Victoria, Melanie B and Melanie C make their way out through the school yard to the waiting cars (“Everyone ready? One, two, three. OK, out we go!” Then NOISE) the little girls surge forwards, arms outstretched, breathless.
They don’t grab though, not seriously; they just scream. And scream. And then they stop, look at one another and collapse into hysterics. There’s a thing about little girls. They know how they’re meant to behave: scream at pop stars, cry about boys, obsess about girl-stuff, worry about fashion. And they know how they want to behave. Cool about girl-stuff. Laughing at boys. Wearing what they want, what they really really want. Like pop stars”.
Other groups did come along and had this goal of female empowerment. You can say some major Pop artists like Taylor Swift are all about that. However, Girl Power was so much of what Spice Girls were about. Is any artist/group today doing it the same?! Although we cannot have another Spice Girls, are there enough artists keeping that flame burning?! Whatever you think of them as a group, few can deny the incredible legacy and brilliance of Wannabe. Released on 8th July, 1996 in the U.K., I am marking its Japanese release date. 26th June, 1996 was its first release. Although more popular in the U.K. than Japan, obviously there was reasoning behind that schedule and decision. Thirty years on, and Spice Girls’ debut single remains…
ABSOLUTELY perfect.
