London authorities extend their gratitude for the music as ABBA’s digital concert residency, ABBA Voyage, delivers a staggering net economic benefit of £178 million ($225 million) to the British capital in its inaugural year. The virtual recreation of ABBA’s iconic lineup—Bjorn Ulvaeus, Benny Andersson, Agnetha Faltskog, and Anni-Frid Lyngstad—using motion-capture technology has captivated audiences.
ABBA Voyage, featuring high-tech, digital avatars of the legendary pop group from their 1970s prime, has drawn over 1 million spectators since its opening in May 2022. A comprehensive analysis by Sound Diplomacy and RealWorth reveals a total turnover of £322.6 million generated by the show within the 12-month period.
In an era where fans willingly splurge on concert tickets for live performances by renowned artists like Taylor Swift and Beyoncé, ABBA’s virtual concert experience has found its place. The standing ticket price for ABBA’s show exceeds £100 for select dates next summer, aligning with the cost of live concerts by other music giants.
Accompanied by a live band, the ABBA-tars (avatars) perform around 20 songs in the 90-minute show, featuring the band in their iconic glittering outfits. The purpose-built arena in east London, coupled with sophisticated lighting and special effects, creates a captivating illusion of the Swedish pop superstars performing on stage.