This week’s From The Vault video comes courtesy of the Spice Girls.
Released in October 2000 as the first single from ‘Forever’ their first and final album as a quartet (following the departure of ‘Ginger Spice’ Geri Halliwell), ‘Holler’ was yet another #1 UK hit for the ladies.
It, however, never reached the doors of the Billboard Hot 100, which was a first for a Spice single.
‘Holler’ and the ‘Forever’ era, more wholly, represented a double-edged sword of sorts for the Girl Power ambassadors. For, though the material was qualitatively superior to prior releases, the appealing campiness and “care-free” of their heyday had been replaced by a glossier, sexier image and a less adventurous sound.
In the eyes of many, this safer approach was that since their last chart assault in 98, the industry had drastically changed, slowly turning its back to Pop-bands, while opening itself to Urban music.
Still, few can deny that the four remaining members did delivered a stellar addition to their catalogue with the Darkchild produced cut. Its accompanying video, which boasted a Four Elements-theme, was directed by Jake Nava – and saw Mel B in particular dripping all sorts of swagu.
No matter what the worldwide charts say, ‘Holler’ stands as one of the greatest offerings from one of Pop’s greatest groups of all time.
With confirmation from Scary Spice this week that a brief reunion is in the pipeline for the Spice Moms, 2012 is shaping up to be the year of the “female-band”. From X Factor winners Litte Mix, to the return of the original Sugababes, could the second wave of ‘Girl Power’ be nigh? Time will tell.