ABBA announce secretive digital experience

Swedish pop phenomenon ABBA have teamed up with entrepreneur Simon Fuller and Universal Music Group to launch a digital entertainment experience.

Though Fuller only teased what the full collaboration will look like, he confirmed that it will use the latest digital and virtual reality technology to create an original experience with the band, enabling a new generation of fans to see and hear them.

Fuller, who created X Factor predecessor Pop Idol in 2001, is the founder and CEO of XIX Entertainment. The company has been investing in virtual reality technologies and developing hyper-realistic digital humans for several years.

Fuller commented: “The creativity and ideas flowing from the members of ABBA over the past few months have filled me with great excitement.

 “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.”