Call this a money grab, call this cashing in on nostalgia, I bet you thought you’d never heard of Abba again, but you were wrong.
According to the Guardian, the famous Swedish band has announced that they will launch a ‘virtual and live experience’ next year in partnership with pop mongul Simon Fuller and Universal Music Group.
This was announced as ‘a groundbreaking venture that will utilize the very latest in digital and virtual-reality technology … which will enable a new generation of fans to see, hear, and feel Abba in a way previously unimagined’. Does it mean we will see holograms of the band? What else could it be?
Abba’s Benny Andersson explained a bit more: ‘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.’
I am still confused and singer Frida Lyngstad added: ‘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!’
They are definitively very mysterious, and we will have to wait till 2017 to get further details, but the ‘what we were’ part means that they are obviously not going to perform themselves. No offense but this is how they look now (see picture above), well they are in their late 60’s and early 70’s…
As the Guardian noticed, Abba has always know how to milk the cow, they may have been together for only 10 years, but their stage musical ‘Mamma Mia!’ grossed more than $2 billion worldwide and this is without counting the movie adaptation! Their 1992 compilation ‘Abba Gold’ also sold 30 million copies worldwide. They probably don’t need any money, however, they stopped performing in 1982 and since they have live on their success, so they may fill up these bank accounts after more than 30 years doing basically nothing?
‘The creativity and ideas flowing from the members of ABBA over the past few months have filled me with great excitement,’ said Simon Fuller. ‘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.’
The launch of this experience is taking place in 2018, but I want to be clear, Abba is not reuniting, we live in a virtual world and reality is just an illusion… we will get holograms and the result will probably be as tacky as disco balls and platform shoes.
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