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ABBA set to launch new digital experience ABBA set to launch new digital experience

Posted by Universal Music Publishing on 26 October 2016

STOCKHOLM - Nearly 35 years after their last public performance together, the members of ABBA are preparing to give their fans around the world what millions of them have long dreamed of but considered impossible: A new entertainment experience.

World-renowned entertainment entrepreneur Simon Fuller, the members of ABBA, and Universal Music Group are partnering together in a groundbreaking venture that will utilize the very latest in digital and virtual reality technology. The aim is to create an original entertainment experience with the Swedish Pop Superstars, which will enable a new generation of fans to see, hear, and feel ABBA in a way previously unimagined. The members of ABBA will be involved throughout the creative process maintaining the authenticity and integrity of the bands original vision within this exciting new realm of entertainment possibilities.

Benny Andersson said: “We’re inspired by the limitless possibilities of what the future holds and are loving being a part of creating something new and dramatic here. A time machine that captures the essence of who we were. And are.”

Added Frida Lyngstad: “Our fans around the world are always asking us to reform and so I hope this new ABBA creation will excite them as much as it excites me!”

“The creativity and ideas flowing from the members of ABBA over the past few months have filled me with great excitement. We are exploring a new technological world, with Virtual Reality and Artificial Intelligence at the forefront, that will allow us to create new forms of entertainment and content we couldn’t have previously imagined,” said Fuller.

Sir Lucian Grainge, Chairman and CEO of Universal Music Group said: “Having the privilege of working closely with the band for over two decades, I can comfortably say there are few recording artists who like ABBA bring together their mastery of craft, a high level of professionalism and enormous commercial success. I’m thrilled to be involved in this innovative new project that will introduce the band who are responsible for some of the greatest songs and melodies in pop music to a new generation of fans.”

Further details of this pioneering collaboration will be announced in 2017.