I’m not sure this story has ever been told and Annie might not thank me for telling it. But I think we were flying to New York and I sort of brought up midway in the flight and said I’ve just signed this girl group. And Annie was very interested.

She said “I want to meet them’. Almost directly, she was the one who got them to be louder and more brash and more specific. So Emma who was the sweet cute blonde girl became Baby Spice. She just played it and hammed it up – none of these names actually existed, but Annie gave them focus.