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"Holler" was released as one of the two songs picked as the lead single from the group's third studio album, Forever (2000). The song was written by the Spice Girls, Rodney Jerkins, LaShawn Daniels and Fred Jerkins III, with Jerkins also producing it. The single was released as a double A-side single along with "Let Love Lead the Way" internationally, on 23 October 2000, except within the United States and Canada.
"Holler" is considered a more mature R&B song with lyrics talking about sexual pleasure. Critics gave "Holler" favourable reviews; though some thought it was too different from their previous sounds. However, most praised its funky groove and called it "a pleasant surprise", picking it as one of the best tracks on the album. The single topped the UK Singles Chart, while reaching the top 10 in 16 countries.
After releasing "Goodbye" as their first single without member Geri Halliwell, in 1998, the band took a break and only came back to a recording studio in mid-1999, when Rodney Jerkins signed up to give their then-upcoming new album a tougher sound. Jerkins said, "I went out to dinner with a couple of the Spice Girls about a month and a half ago and they told me that they want me to, you know, do some work on their album, so I'm planning on going to London at the end of January, early February to work on the album, so it should be cool. I'm ready for it", adding that he hoped to bring an "urban, danceable" feel to the project: "It will still have a pop appeal, but the beats will be a little harder".
Group member Melanie C also commented that "It's a bit more mature, but it's not a mature album, but you know, a little bit more mature than the first two. Still very poppy, quite R&B based… we feel vocally a lot stronger now after the world tour and being a four-piece", adding that the group was "stronger after being apart for a while and we're very happy to have been back in the studio. This strength will show on this new album, which I think is our best yet". In December 1999, the girls performed a few new tracks during the Christmas in Spiceworld Tour, including the song, known at the time as "Holler Holler". In August 2000, it was revealed that the lead single from their third studio album would be a double A-side of "Holler" and "Let Love Lead the Way" with "Holler" being available for streaming through the band's official website on 11 September. The single was released in the United Kingdom on 23 October 2000 as a CD and cassette single. It was later sent to US contemporary hit radio on 24 October 2000
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