Digital innovation keeps ABBA relevant

A new album and a digital concert. That is ABBA Voyage in a nutshell. The concert, in particular, is stirring up a lot of buzz: avatars of the ABBA members from their glory days replace the live presence of the members on stage.

How does it work?

Through motion capture, the movements of Anni-Frid, Agnetha, Björn, and Benny were transformed into their digital counterparts. These were projected onto an invisible screen. This allowed them to record the show in five weeks, which has now been running for five months night after night. The technology is so advanced that every point on the body is captured. For the ABBA show, even facial movements were recorded. This way, the band members were brought back to life as they looked forty years ago.

To make the avatars as realistic as possible, a massive collection of old recordings and visual materials was used. The audience doesn't see transparent holograms but lifelike figures.

Digital makes the impossible possible

By setting up their show this way, ABBA manages to reach both new and existing audiences again. Ticket sales are booming, and the reviews are glowing. The innovation sparks interest and makes the impossible possible. ABBA could never perform today the way they did in 1979. Digitally, they can. They created an experience that is unparalleled, drawing both audiences and revenue back to themselves. Despite being digital, you get closer to the original ABBA than you would by attending a cover band.

The show takes older generations back in time and opens new doors for younger audiences. It is innovative and fresh, it stimulates and polarizes. That makes it newsworthy and a topic of discussion. Can a digital concert evoke the same feelings as a physical experience? The reactions and reviews leave no doubt: yes.

A live band and background choir enhance the music, there are outfit changes, and the sets change with each song. There is even room for interaction, as the so-called ‘Abbatars’ chat with the audience. This ensures the show is on par with live concerts by modern artists like Dua Lipa, Justin Bieber, or Taylor Swift.

Digital with a smaller budget

Few cultural institutions have the budget to build complete arenas. However, there is much to learn from a digital experience like ABBA's.

• A good digital product can be used endlessly. Digital offerings don't get exhausted. By investing in quality and content that appeals to a large new audience, you can sell out again and again. No artist can perform multiple times a day, week after week. Digitally, this is possible.
• Digital offerings provide opportunities for innovative artistic expressions. Innovation means pushing boundaries. Digital challenges you to explore new possibilities, from projection to interaction and perspective. ABBA shows courage with the hybrid combination of a digital main act supported by a live band.