Simon Fuller, who has managed the Spice Girls since their formation in 1994, said he is not concerned with the girls' social media profile or the amount of their music streaming.
The iconic British pop ensemble have sold out nine arena concerts, and online queues for tickets at one point exceeded a line of 700,000 hopeful fans.
Fuller is not overly concerned with streams achieved on platforms like Spotify. He told the Press Association that "throwing numbers around is meaningless " and that as manager, he prefers to attend to the real evidence of ticket sales.
"The Spice Girls are a case in point. There’s no music out, the streaming on Spice Girls, we don’t even bother looking at it because I haven’t a clue what it is, my guess is it’s not very much.
"It’s the fastest selling, biggest selling tour this year, because people engaged with them, they are engaged with them, the girls are awesome, they have a message which connects and we will sell out more stadiums, quicker, than any other artist on planet Earth. Fact, proven, we did it."
Fuller, who is also the creator of Pop Idol, said he could name acts with "over 100 million followers on Instagram who, he believes, "can barely sell out an arena of 20,000 people".
And they’re not making meaningful money from any of that. All that engagement, what they perceive as engagement, when you really analyse it, is a mist that is there, it looks impressive for a second then it disappears."
Melanie Brown, Melanie Chisholm, Emma Bunton and Geri Horner will perform as a four-piece, without Victoria Beckham, who Fuller also manages.
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