music-day spicegirls

 
Viva Forever! is a jukebox musical written by Jennifer Saunders, produced by Judy Craymer and directed by Paul Garrington.
Based on the songs of the Spice Girls, a British pop girl group formed in 1994, the show began previews at the Piccadilly Theatre, London on 27 November 2012 and had its Press Night on 11 December 2012 and features some of the group's biggest hit songs including "Wannabe", "Spice Up Your Life" and the eponymous "Viva Forever".
In 2010, Judy Craymer teamed up with Geri Halliwell, Simon Fuller (the one-time manager of the Spice Girls) and Universal Music to start developing a musical entitled Viva Forever!, based on the songs of the Spice Girls. Although the Spice Girls themselves were not to be in the show, they were to influence the show's cast and production choices in a story which uses their music but bears no relation to their personal story. This approach is similar to that of ABBA's music in Mamma Mia!, a show which Craymer produced and help turn into a global phenomenon. In August 2010, it was reported that Jennifer Saunders would be writing the script. Saunders had twice previously worked with the group: the first time, appearing in the Comic Relief version of the "Who Do You Think You Are" video, the second, making a cameo appearance in the 1997 feature film, Spice World.
On 26 June 2012, to promote the launch of the show, all five former Spice Girls attended a press conference in London at the St. Pancras Renaissance London Hotel, the location where the group filmed the music video for their breakthrough hit "Wannabe," sixteen years earlier, to the day.