OLIVER KIMOKEO | sports editor

The Spice Girl reunion is a money making trip down memory lane.

Spice Girls tickets sold out in 38 seconds when fans were informed that the ladies would be performing a reunion concert. This so-called comeback, however, is nothing more than a cash cow, and a nostalgia trip for the public at large.

The re-emergence of Victoria Beckham as an American celebrity is the catalyst for the return. Victoria became a ‘posh’ name again when her husband David signed a contract with the Los Angeles Galaxy.

Now, the Spice Girls are back with a greatest hits album and an accompanying tour. Beckham’s visibility somehow makes the Spice Girls relevant again.

Visibility, however, is not enough for a second Spice World domination. The Spices are bland in their current state—they have lost the flavor they once had in their prime.

Part of the appeal of the Spice Girls in the ‘90s was that every one of them had their own personality and style. Their diversity was their greatest asset.

Take a look at the promotional photos. They have morphed into one personality. The Spices are neither sporty nor scary anymore—they are simply Old Spice.

I must admit I never took the Spice Girls seriously. They were entertaining as a fad because they were so over-the-top.

Girl power never overtook me on a personal level. Perhaps being a guy had something to do with that. An ambition to be a Spice Boy is not something a man wants to carry no matter how secure he is with his masculinity.

Even though the Spice Girls were seen as the spokespeople for girl power, they gave really bad relationship advice through their lyrics.

Nevertheless, the Spice Girls had an appeal beyond the tween market. They added Spice to a world that was in a recession before their breakthrough.

In the mid ‘90s prior to the arrival of the Spice Girls, the state of music was in gangster rap and alternative rock. There was no fun involved in the music.

On a global scale, the Spice Girls were the spark that changed the face of music for the late ‘90s and early years of the millenium.

The Spice Girls remained a group of four until 2000 when their Spice appeal finally died out. Now, the Spice Girls have come together amidst failed solo career attempts for a potential big payday.

Does the world belong to the Spice Girls anymore? I would respond with a resounding ‘No.’ The only pleasure that may be derived from the Spice Girls circa 2007 is nostalgia.

The Spice Girls have nothing new to offer us at the moment—just a music video and a couple new songs on their greatest hits album. Once they put the effort into creating an album of new material, I will consider paying attention to them again.