Abba returns: how the Swedish supergroup and their ‘Abba-tars’ are taking a chance on a reunion
From next May, digital avatars of the foursome will be performing concerts in east London
The last time they performed together, Britain had just won the Falklands War, said Robert Hardman in the Daily Mail. But now, after surely the longest hiatus in pop history, “Abba are BACK”.
The Swedish supergroup announced last week that they had recorded ten new tracks for their first album in 40 years. What’s more, they’ll soon be back on stage too, albeit in a virtual form. From next May, digital avatars, or “Abba-tars”, of the foursome in their youthful prime will be performing concerts in a purpose-built arena in east London, with the help of a live band and holographic technology developed by George Lucas’s special-effects company.
Forgive me if I don’t cheer this news, said Rod Liddle in The Sunday Times. The 1970s was a great decade for music, but its “nadir was Fernando and Super Trouper, both of which seemed to me to violate Sweden’s historic neutrality and demand swift and decisive military reprisals”.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Not everyone loves Abba, but you can’t argue with the numbers, said Stephen Armstrong in The Daily Telegraph. In six years, Abba achieved nine No. 1s in the UK alone. “By 1978, they were Sweden’s most successful export, outselling Volvo and Ikea.” Since then, they’ve won new fans through the Mamma Mia! stage musical and films.
The band has always been a “business at heart”. With little money to be made from digital downloads and streaming (ten million plays on YouTube earns them about £65), Abba are cannily getting back into the live performance game.
In this case, though, their avatars are doing all the work, said Ron McKay in The Herald (Glasgow). It’s the “perfect wheeze – you don’t even have to get out of your Ikea bed in the morning and the moolah keeps rolling in”.
Yet given the vast fortune Abba have already acquired, there was “no pressing financial need” for any of them to have worked together again, said Alexander Larman in The Critic. It seems they recorded their new album, Voyage, not out of necessity, but because they genuinely believed the band had “something left to offer”. Judging by the two surprisingly good songs they’ve released from the album so far, they’re right.
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
Who actually needs life insurance?
The Explainer If you have kids or are worried about passing on debt, the added security may be worth it
By Becca Stanek, The Week US Published
-
Sexual wellness trends to know, from products and therapies to retreats and hotels
The Week Recommends Talking about pleasure and sexual health is becoming less taboo
By Theara Coleman, The Week US Published
-
Is the AI bubble deflating?
Today's Big Question Growing skepticism and high costs prompt reconsideration
By Joel Mathis, The Week US Published
-
Sarah Langan recommends 6 women-centric horror books
Feature The horror novelist recommends works by Stephen King, Gillian Flynn, and more
By The Week US Published
-
6 spacious homes for car lovers
Feature Featuring a 14-car showroom in Oregon and a Bentley-style apartment in Florida
By The Week Staff Published
-
6 serene homes in Vermont
Features Featuring a four-level Shaker barn in Hartland and a Scandinavian-inspired home in Stowe
By The Week US Published
-
Amanda Montell's 6 favorite books that will expand your knowledge
Feature The linguist recommends works by Mary Roach, Alice Carrière, and more
By The Week US Published
-
Rowan Beaird recommends 6 compelling books from the 1950s
Feature The author recommends works by Patricia Highsmith, Shirley Jackson, and more
By The Week US Published
-
6 spacious homes with great rec rooms
Feature Featuring a suspended fireplace in Arizona and a marine-themed home in Maine
By The Week Published
-
Recipe: gnocchi di spinaci (spinach gnocchi)
The Week Recommends Forget the potatoes for this gnocchi made of the 'classic combination' of spinach and ricotta
By The Week UK Published
-
Stephen Graham Jones' 6 scary books with deeper meanings
Feature The best-selling author recommends works by Stephen King, Sara Gran, and more
By The Week US Published