Spice Girls album of 1997 and was certified 8× Platinum by the IFPI for sales in excess of 8 million copies. That same month the Spice Girls attracted a crowd of 500,000 when they switched on the Christmas lights in Oxford Street, London. At the same time, Simon Fuller started to set up million pound sponsorship deals for the Spice Girls with Pepsi, Walkers, Impulse, Cadbury's and Polaroid. In December 1996, the group won three trophies at the "Smash Hits" awards at the London Arena, including best video for "Say You'll Be There". In January 1997, the group released "Wannabe" in the
Spice Girls agreed that "[t]he vapidity of paparazzi culture could probably be traced back to the Spice Girls' naked ambitions", while Mckie predicted that, "[f]or all that modern stars from Katy Perry to Lionel Messi exploit brand endorsements and attract tabloid coverage, the scale of the Spice Girls' breakthrough in 1996 is unlikely to be repeated—at least not by a music act." The Spice Girls have been revered as the biggest pop phenomenon of the 1990s due to their international record sales, iconic symbolism and "omnipresence" in the late 1990s. At the 2000 Brit Awards, the group received the Outstanding Contribution to