ABBA hope to better than Elvis and Michael Jackson with immersive performance


Swedish music band ABBA, shown here as wax figures, have sold over 400 million records worldwide.

Jonathan Nackstrand | Afp | Getty Images

Pop legends ABBA are taking a big punt on their latest immersive project, founding member Bjorn Ulvaeus has told CNBC.

The much-anticipated immersive performance called ABBA Voyage is billed as “a concert 40 years in the making,” and features digital avatars of the Swedish supergroup accompanied by a 10-piece live band.

Speaking in late April ahead of its long-awaited world premiere in London, U.K., this week, Ulvaeus told CNBC it was “a hell of a risky project in so many ways.”

“The risk is, of course, that people won’t find it to be the experience that I think and hope it will be. That is the main thing. If people would go from the concert thinking, yeah, well, that wasn’t bad but … We want them to feel, you know, emotional and to feel that they’ve gone through something that they’ve never seen before.”  

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