M2's early programmers were quick to take creative advantage of the MTV parent company's hands-off approach, resulting in playful or ironic programming decisions that underscored the upstart channel's early free-wheeling, subversive attitude and proudly "bratty" self-image; for example, on January 1, 1999, M2 played the music video "1999" by Prince for 24 hours straight. Due to its programmers' acumen, M2 quickly gained favor with music insiders, and as its popularity and reputation grew within the music industry, it became common for musicians and record labels to request that their new videos premiere exclusively on M2 rather than MTV. In addition, record companies often asked to have new artists appear on the channel in taped segments with the VJs because M2 viewers were considered tastemakers and early-adopters. Even an act as huge (and seemingly incongruous with M2) as the Spice Girls made their first American TV appearance on M2, as did their video for "Wannabe," which was a number-one hit worldwide. At the time of their appearance on M2, the Spice Girls were already a huge hit in the UK (and thus were expected to be in the United States), but they were relatively unknown to U.S. audiences, so the hope was that being seen first on M2 would give the group an ironic edge that might help expand their appeal beyond the obvious bubble-gum set.