Conversation so far:
How did the Spice Girls contribute to commercialization?
At the height of Spice mania, the Spice Girls advertised for an unprecedented number of brands.
Did the Spice Girls make a lot of money?
In 1997, the Spice Girls became the most merchandised group in music history with estimated earnings of over £300 million from their merchandising and endorsement deals that year alone.

Question: What was the celebrity culture like?
Self-contained rewrite: What was the celebrity culture like for the Spice Girls?