ABBA’s Virtual Show Boosts London’s Economy by $225 Million

Highlights

• ABBA Voyage, a digital concert residency, contributed £178 million ($225 million) in net economic benefit to London in its first year.
• Utilizing motion-capture technology, the show recreated the iconic Swedish pop group’s 1970s personas, attracting over 1 million viewers and generating a total turnover of £322.6 million.
• Fans eagerly invested in virtual concert experiences, with ABBA’s standing tickets priced similarly to live performances by renowned artists like Taylor Swift.
• The 90-minute show, featuring digital avatars known as ABBA-tars, showcased around 20 of the band’s classic songs in a purpose-built arena in east London, creating a visually stunning experience with lighting and special effects.
• Despite the advanced age of ABBA’s members, their collaboration with Industrial Light & Magic, founded by George Lucas, contributed to the project’s success.
• London’s economic windfall from ABBA Voyage marks a unique intersection of musical nostalgia, cutting-edge technology, and financial prosperity.

In a spectacular display of musical nostalgia, ABBA’s digital concert residency, ABBA Voyage, has proven to be a financial triumph for London. The Swedish pop group’s virtual show, featuring high-tech, digital versions of the iconic quartet, generated a staggering net economic benefit of £178 million (approximately $225 million) for the British capital in its inaugural year.

ABBA Voyage utilizes motion-capture technology to recreate the likeness of Bjorn Ulvaeus, Benny Andersson, Agnetha Faltskog, and Anni-Frid Lyngstad from their 1970s heyday. The show, witnessed by over 1 million people, amassed a total turnover of £322.6 million in the 12 months since its debut in May 2022, according to an analysis by Sound Diplomacy and RealWorth published recently.

Fans have demonstrated a willingness to invest significantly in concert experiences, whether in-person or virtually. ABBA’s standing tickets, priced just over £100 for select dates next summer, align with the cost of live performances by renowned artists like Taylor Swift, set to bring her “Eras” tour to Britain next year.

Accompanied by a live band, the digital avatars, affectionately referred to as ABBA-tars, deliver a 90-minute show featuring around 20 of the band’s timeless hits. The purpose-built arena in east London, enhanced by elaborate lighting and special effects, creates the illusion of the legendary Swedish pop sensations gracing the stage once again.

Despite the members of ABBA being in their 70s, their collaboration with an 850-strong team from Industrial Light & Magic, founded by “Star Wars” creator George Lucas, has propelled ABBA Voyage into an unparalleled realm of virtual entertainment success.

As the curtains close on ABBA’s digital concert residency, London celebrates not only the musical journey but also the remarkable economic boost brought about by this innovative fusion of technology and art.