ABBA and Simon Fuller create cutting-edge digital experience!

ABBA returns! World’s favorite pop act teaming up with Simon Fuller to launch new digital experience!
ABBA returns…the world’s favorite pop act teams up with Simon Fuller to launch new digital experience.

All four members of ABBA, entertainment entrepreneur Simon Fuller, and Universal Music are partnering together in a groundbreaking venture that will utilise the very latest in digital and virtual reality technology.

Fuller came to prominence through managing pop group the Spice Girls.

He went on to create the Idol franchise and has managed the careers of some of entertainment and sports biggest stars, including Victoria and David Beckham, Annie Lennox and Lewis Hamilton.

In 2008, he was certified as the most successful British music manager of all time by Billboard magazine and even has a star on the Hollywood Walk of Fame.

The aim of the link up between Fuller and the ABBA members is to create an original entertainment experience, which will enable a new generation of fans to see, hear, and feel ABBA in a way previously unimagined.

Simon Fuller has been quietly invested in virtual reality technologies, developing hyper-realistic digital humans in the field of entertainment, for several years.

Anni-Frid Lyngstad

About the project, Frida said: “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!”

The collaboration with ABBA will fully realise the possibilities of virtual reality ‘ahead of the curve’ – and in the process hopes to transform the face of popular entertainment.


The members of ABBA will be involved throughout the creative process maintaining the authenticity and integrity of the band’s original vision within this exciting new realm of possibilities.

Simon Fuller
Simon Fuller

Simon Fuller: “Having seen over the past few months the creativity and ideas flowing from the members of ABBA, it fills me with great excitement.

“This new technological world we are exploring, with Virtual Reality and Artificial Intelligence at the forefront, allows us to create entertainment and new content in ways that could never previously have been imagined.”

Sir Lucian Grainge, Chairman and CEO of Universal Music Group said: “I’m thrilled to be involved in this innovative new project that will introduce the band who are responsible for some of the greatest songs and melodies in pop music to a new generation of fans.”

A press release to herald the new project states: Nearly 35 years after their last public performance together, the members of ABBA are preparing to give their fans around the world what millions of them have long dreamed of but considered impossible: A new entertainment experience.

Benny Andersson
Benny Andersson

Benny said: “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.”

icethesite hopes to be able to share a few more details of this exciting and pioneering collaboration, with the full backing of Agnetha, Frida, Benny and Björn, soon – but the full details of the project and where and when you can see it will be announced in 2017.


  • Javier Álvarez said: YEA ! thank u 4 the music ABBA ! my music.

  • Russell Ham commented: Can’t WAIT!!

  • Russell Ham said: And how long before one of the guys says ‘as we’re all here, we’ve got a new song . It might be fun to see how it sounds with vocals……..?

  • Fredrik said: Let’s hope Abba includes at least one new song!

    As holograms they could perform it “live” in the studio-environment, polishing it as much as they like before playing it, as a last thank you to the audience.

    Otherwise, in my opinion, how exciting it yet may be to see them “almost” live as holograms from their hey-day, for me – it’s just another release of their greatest hits.

  • M Sakeld asked: Will this be a more realistic version of the dancing hologram’s in abba world?
    I have to say Im struggling to get my head around this.

  • Roger said: Thinking about it logically there would have to be some new material out of such a big project (he said hoping!!!!)

  • Sadie asked: Should be officially launched at Wembley surely, for old times’ sake???

  • Mona Anis said: It’s great news , that they are reuniting ! They were a fantastic band…can’t wait to hear them perform together again !!!!

  • Paul Nethercott said: Since a DVD can hold ten times as much data as a CD would it be possible for Polar to release all the ABBA audio tracks on one disk?

  • Mike Pearce: I think its a great idea, and one that as creatives ABBA will love, what a legacy. However having enjoyed ABBA live in the late Seventies nothing will quite match the real people. Its people like Simon Fuller who are quietly pushing the boundaries of technology. Good luck to you all and I look forward to seeing the results

  • Michelle Donovan said: I have loved abba for as long as i can remember but was too young to see them live. This is like a dream come true!! Really cannot wait, I am so excited!!! Thank you Benny,Bjorn,Frida and Agnetha xxxx

  • Jeems Trudel said: Hmmm… My first reaction is utter joy! My second, a little more ‘skeptical’… Hopefully, this will be something ‘really new’ and it will bring joy to Agnetha, Benny, Bjorn and Frida as much as it will to old and new fans alike!

  • Richard said: Yeeees!! This makes me happy!

  • Laurie Brown: ABBA have been my favorite group since I was 12. For forty years I have followed them waiting and wishing they would get back together. I think my dream is about to come true even if it a holographic concert. Thank you Simon Fuller and ABBA.

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