Soft Cell – “What!”
When Northern Soul meets synth-pop drama
Released in August 1982, Soft Cell’s “What!” is one of their most electrified and over-the-top tracks — a synth-drenched cover that transformed a little-known ’60s tune into a wildly dramatic, electronic storm. It appeared on their remix mini-album Non Stop Ecstatic Dancing, riding the wave of the duo’s breakout success and proving that even a song rooted in vintage soul could be flipped into something new, raw, and very ’80s.
A Song with Layers
The original version of “What!” was recorded in 1965 by Melinda Marx (daughter of Groucho Marx), but it didn’t make much commercial impact. A few years later, Judy Street’s 1968 version found a second life on the UK’s Northern Soul circuit, becoming a dancefloor favorite at iconic clubs like Wigan Casino. But it was Soft Cell who gave the track its most dramatic transformation.
With Marc Almond’s theatrical vocals and Mike Thorne’s tight, synth-heavy production, the song took on a new identity — part club banger, part emotional breakdown. It’s not just a cover; it’s a resurrection with fangs.
Drama on the Dancefloor
There’s nothing subtle about Soft Cell’s version. From the opening drum machine stabs to Almond’s breathless pleas — “What can I do when I still love you? / What can I say if you’re going away?” — everything is turned up to eleven. He doesn’t just sing it, he inhabits it, blurring the line between camp and catharsis.
It’s theatrical, yes, but it’s also painfully human. That’s the Soft Cell signature — a world where melodrama becomes real.
Chart Performance and Legacy
“What!” became a surprise hit, reaching No. 3 on the UK Singles Chart in August 1982 and spending eight weeks on the chart. It also reached No. 6 in Ireland, No. 10 in Israel, and cracked the charts in Belgium and New Zealand. In the U.S., it didn’t hit the Billboard Hot 100 but reached No. 1 on Billboard’s Bubbling Under chart, reflecting strong club and alt-radio support.
For a one-off single from a remix album, its success was significant — and cemented Soft Cell’s knack for turning obscure songs into something singular.
Why It Hits So Hard
“What!” is Soft Cell at their most flamboyant and fearless. It takes vintage soul heartbreak and wires it into a wall of synths, drama, and sweat. It’s theatrical without being hollow, emotionally raw without losing its cool. Even now, it feels like a burst of neon panic on the dancefloor — all pulse, all plea.
It may not be as famous as “Tainted Love”, but among fans, “What!” is the one that screams — in eyeliner and synths — this is what Soft Cell is all about.