Spice Girls & Five Manager | "Most Artists Ask Me The Wrong Question" | CHRIS HERBERT

Chris Herbert put together the Spice Girls when everyone around him was telling him to make another boy band. He looked at the market, saw it was saturated, and went the other direction. He cast them like a TV show (Friends, specifically), giving each member an individual identity so the audience had someone to identify with. It became one of the biggest bets in music history.

In this episode, Chris talks about how he spotted the gap nobody else could see, what he looks for in an artist now versus the 90s (and why "I can sing, what are you going to do for me?" is the wrong question), why the UK has stopped developing artists while America still does it brilliantly, and why authenticity isn't optional anymore because the public sees through everything in a nanosecond.

If you're an independent artist trying to figure out what makes you different, Chris has one answer: find your identity first. Everything else follows.

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