Viva Forever!
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Viva Forever!: A Spice Girls Musical Journey
"Viva Forever!" was a jukebox musical that brought the infectious pop energy of the 1990s British girl group, the Spice Girls, to London’s West End. Written by comedian Jennifer Saunders, produced by Judy Craymer, and directed by Paul Garrington, the show premiered at the Piccadilly Theatre with previews starting on November 27, 2012, and an official opening on December 11, 2012. Built around the Spice Girls’ catalog of hits, including "Wannabe," "Spice Up Your Life," and the titular "Viva Forever," the musical aimed to capture the spirit of girl power that defined the group’s legacy. Despite high expectations and a star-studded launch, the production struggled to find its footing, closing after just seven months on June 29, 2013.
The Creation and Concept
The idea for "Viva Forever!" emerged in 2010 when Judy Craymer, the mastermind behind the global hit "Mamma Mia!," teamed up with Geri Halliwell, Simon Fuller (the Spice Girls’ former manager), and Universal Music to craft a musical inspired by the group’s songs. Unlike a biographical show, "Viva Forever!" featured an original story about Viva, a young woman living on a houseboat, whose journey through a TV talent show tests her relationships with her mother, Lauren, and her friends. The narrative, penned by Saunders, sought to blend contemporary satire focusing on the exploitative nature of reality TV with the upbeat, empowering vibe of the Spice Girls’ music. The score pulled heavily from the group’s first two albums, "Spice" (1996) and "Spiceworld" (1997), alongside select tracks from their third album, "Forever" (2000), and solo releases like Geri Halliwell’s "Look At Me."
The Cast and Creative Team
The musical boasted a talented cast, with newcomer Hannah John-Kamen starring as Viva and veteran West End performer Sally Ann Triplett as her mother, Lauren. Both had been involved in earlier workshops, bringing a mix of fresh energy and seasoned expertise to the stage. The creative team was equally impressive: Saunders, known for "Absolutely Fabulous," provided the script’s comedic edge, while Craymer’s production experience promised a polished spectacle. Director Paul Garrington, with credits including international stagings of "Mamma Mia!," guided the show, supported by choreographer Lynne Page, music arranger Martin Koch, and "Mamma Mia!" alumni like sound designer Bobby Aitken and lighting designer Howard Harrison. Designer Peter McKintosh rounded out the team, crafting a vibrant visual world for the production.
Launch and Initial Reception
The launch of "Viva Forever!" was a high-profile affair, marked by a press conference on June 26, 2012, attended by all five Spice Girls Geri Halliwell, Emma Bunton, Victoria Beckham, Melanie C, and Melanie B at the St. Pancras Renaissance London Hotel, the iconic filming location of their "Wannabe" video. Pre-opening ticket sales exceeded £2 million, fueled by nostalgia and the promise of a fun, female-driven night out. The official premiere, delayed slightly by Victoria Beckham’s late arrival, saw the Spice Girls reunite on stage, amplifying the buzz. Early audience reactions were enthusiastic, with standing ovations and fans dancing to hits like "Stop," but the critical response told a different story.
Critical Reception and Challenges
Critics delivered a harsh verdict on "Viva Forever!" following its press night. The Daily Telegraph’s Charles Spencer called it “tawdry, lazy and unedifying,” longing for it to end, while The Guardian’s Alexis Petridis praised the cast but lamented the lack of memorable hits to sustain a two-hour show, noting the lyrics often clashed with the story. The Independent dubbed it “charmless, messy, lacklustre,” and many felt Saunders’ script failed to match her usual wit, relying too heavily on clichés about talent shows. Despite attempts to tweak the production replacing songs like "Something Kinda Funny" with a "Wannabe" reprise and adjusting numbers like "Say You’ll Be There" the changes couldn’t salvage its reputation or boost ticket sales, which dwindled after the initial hype.
Closure and Financial Impact
On May 2, 2013, Judy Craymer announced with a “heavy heart” that "Viva Forever!" would close on June 29, 2013, after just seven months. The show, which had reportedly lost at least £5 million, couldn’t sustain itself despite positive audience feedback and a dedicated cast. Craymer acknowledged the “wonderful audiences” and “brilliant cast,” but admitted, “we just can’t make it work.” The Spice Girls issued a joint statement thanking fans and expressing pride in the thousands who enjoyed it, hinting at the group’s enduring cultural impact. The Piccadilly Theatre quickly moved on, welcoming "Dirty Dancing" as its replacement by July 13, 2013.
Legacy and Reflections
"Viva Forever!" remains a cautionary tale in the world of jukebox musicals. Unlike "Mamma Mia!" or "We Will Rock You," which thrived on robust song catalogs and universal appeal, it struggled with a thinner discography and a narrative that didn’t fully resonate. Yet, its ambition to celebrate female friendship and empowerment echoed the Spice Girls’ ethos, and for many fans, it was a nostalgic, joyous experience. The musical’s short run hasn’t dimmed the group’s legacy, as Craymer noted, “the legacy of the Spice Girls will never fade.” Today, "Viva Forever!" is remembered as a bold but flawed experiment, a testament to the challenges of translating pop stardom into theatrical success.