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"Who Do You Think You Are" (styled without a question mark) is a song performed by British pop group Spice Girls. It was written by the group members with Paul Wilson and Andy Watkins—also known as Absolute—for the group's debut album Spice, released in November 1996. The song is heavily influenced by early 1990s dance-pop, and has a nu-disco-style beat that resembles the music of the late 1970s. Its lyrics are about the superstar life, and how someone can get trapped in the world of fame.
In February 1997, the group opened the Brit Awards with "Who Do You Think You Are". The Union Jack dress that Geri Halliwell wore during the performance made the front page of various newspapers, and is now remembered as one of the most iconic symbols of Cool Britannia. "Who Do You Think You Are" became the official single of the 1997 Comic Relief. A video with the Sugar Lumps—a satirical version of the group—was released to help raise money for charitable causes and donated all the proceedings from the single.
"Who Do You Think You Are" was a commercial and critical success, with Melanie Chisholm's vocals receiving praise from pop music critics. Released with "Mama" as a double A-side single in March 1997, it became the group's fourth consecutive single to top the UK Singles Chart, making them the first act in UK chart history to have its first four singles reach number one. Additionally, it was certified platinum by the British Phonographic Industry (BPI), and performed well internationally, reaching the top ten in many European countries and New Zealand, and the top twenty in Australia, France, and Norway.
The music video for "Who Do You Think You Are" was directed in February 1997 by Gregg Masuak, and filmed in a theatre located in the north of London. There are two edited versions of the video: the original version and the director's cut. It features the Spice Girls singing and dancing solo in front of various colourful backgrounds whilst filmed with a Steadicam. Other scenes show the group performing on a stage in front of an energetic crowd. In addition, there are many background performers doing unusual tricks. Chisholm wrote about the shoot: "We shot the video for 'Who Do You Think You Are' in a really mad club—a real dive. The toilets were horrible and we had to have our make-up done in a Winnebago. The vibe was excellent, though—I think it was my favourite video because it was such good fun. I felt like a proper pop star. It was just how you imagine it when you're young".
A third version of the video (known as the Sugar Lumps version), which adds the Sugar Lumps—a satirical version of the Spice Girls played by Kathy Burke, Dawn French, Llewella Gideon, Lulu, and Jennifer Saunders—was filmed for the "Red Nose Day" of the 1997 Comic Relief, one of the two high-profile telethon events held in the United Kingdom. The video starts with the Sugar Lumps as schoolgirls dreaming of becoming Spice Girls, and ends with them joining the group on stage, while dancing and lip-synching the song. Halliwell commented about the shoot: "The women were all really warm and funny and nice. The freakiest thing about it was seeing Jennifer Saunders. She looked just like me and everyone said they thought she was me. It was absolutely bizarre–the make-up, everything. It was scary–like, do I really do that?".
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