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| The group's iconic logo was/is also a registered trademark |
Although relatively unknown outside of Scandinavia at the time, ABBA used the Eurovision song contest as a launching pad to become a global pop music sensation. While Sweden has long been one of the world's largest cultural exporters (books, music, film, television programming, etc.), likely because in Swedish public schools, the population is taught English in as a core subject (along with Swedish and mathematics) staring in grade school between the ages 7 and 9, depending on the school attended. Indeed, most Scandinavians are praised for having both fluency in English and language competency in addition to their own native tongues, hence Swedes successfully export to the broader English-speaking world.
Anyway, in 1974, in spite of competing against the likes of Olivia Newton-John who represented the UK in Eurovision that year (unfortunately, she sang a boring song entitled "Long Live Love" that year, and her outfit was similarly conservative), ABBA grabbed the top prize. A video of the group's winning performance in the 1974 Eurovision contest can be seen below, or by visiting HERE.
Not only was the ABBA song "Waterloo" understood across Europe, but the band also wore what were considered pretty daring costumes that year, too. Their costumes were certainly eye-catching: shiny, satin, all-in-one outfits and even shinier knee-length hot-boots. The costumes were explained largely as a way to exploit a Swedish tax law. As long as their outfits were so outrageous that they could not be worn on the street, the band could claim the cost of the outfits were tax-deductible.
ABBA band member Björn Ulvaeus recalled: "In my honest opinion, we looked like nuts in those years. Nobody can have been as badly dressed on stage as we were." Björn added: "We figured with our clothes, people would remember us even if we finished ninth." Frida noted: "We chose clothes we felt comfortable in. My favorite was a body stocking with a little dress cut diagonally. I thought I was elegant and sexy in it."
But the costumes fit right into the disco era which was just emerging around the world at the time, and people remembered the band who wore such colorful (if garish) outfits. It didn't hurt that their music was universal, and the harmonies of the women's voices in the group sounded great. They took their knack for memorable (if ugly) costumes, along with catchy lyrics and danceable pop melodies and became a global superstar group whose success is in many ways, unparalleled. All told, ABBA released eight studio albums over their original 10 years together. Perhaps their most iconic single was their 1976 hit "Dancing Queen" which can be listened to below, or by visiting https://youtu.be/xFrGuyw1V8s?si=HojD4RRc6NKTZylr.
"Dancing Queen" was ABBA's biggest hit in the United States (going to number one), and it also topped the charts in Australia, the Netherlands, Belgium, Ireland, Mexico, New Zealand, Norway, South Africa, Spain, Sweden, the UK, Germany and Zimbabwe. "Dancing Queen" also reached the top five in many other countries.
At their commercial zenith in the late 1970's, ABBA were reputedly second only to Volvo in their contribution to Sweden's exports. While figures vary, industry watchers agree that ABBA has sold at least 200 million albums and singles worldwide (some unconfirmed estimates put the figure closer to 400 million, behind only The Beatles but ahead of Led Zeppelin, Pink Floyd and Queen), and certainly comparable to the Rolling Stones. Collectively, estimates are that ABBA has earned more than $2 billion in album and singles sales during its career.
For example, in 1992, they wisely licensed several of their songs to the UK pop duo Erasure (Vince Clarke and Andy Bell) which released an EP of four of ABBA's best-known hits. That EP revived ABBA's songs for a generation of young adults who grew up listening to the original ABBA songs on the radio, and was also Erasure's first and only #1 on the UK Singles Chart for the single "Take A Chance on Me", plus it got significant airplay in the U.S., Canada, Australia and New Zealand.
ABBA later licensed its songs to live theater productions of the show "Mama Mia" which opened in London and remained a best-seller there, replicating that successful run in New York, Toronto, Sydney and elsewhere. The stage version's worldwide gross from 49 productions exceeded $2 billion in 2015, having been seen by 500 million people. The 14-year Broadway run alone grossed more than $600 million, according to the trade group Broadway League.
In 2014, the ABBA band-members released a video they called "The Last Video" which can be seen below, or by visiting https://youtu.be/8L6T6Yj5u4k which is indicative of the continued creative work from the group members.
ABBA's West-End/Broadway success with "Mama Mia", in-turn, lead to the Hollywood movie version of "Mama Mia" that starred Meryl Streep. The "Mamma Mia" movie version of the all-ABBA musical was released by Universal and earned the band another $600 million at the box office, while the sequel (whose story was panned) still quietly earned another $280 million during just its first four weeks without even factoring in DVD and streaming sales, licensing to cable television, etc. ABBA also released (or was it really a re-release of their biggest hits?) "ABBA Gold: Greatest Hits", which has been called one of the most influential compilation albums ever released, and sparked a strong revival of ABBA's music that has endured well into the 21st century.
In 2018, one guest-star of "Mama Mia 2", herself a seventies pop icon Cher, released a whole new album of ABBA covers following her appearance in the sequel movie. She announced one of the singles "Gimme! Gimme! Gimme!" via her active Twitter account.
— Cher (@cher) August 8, 2018
Cher told the press (see HERE): "I've always liked ABBA and saw the original Mamma Mia musical on Broadway three times. After filming "Mamma Mia! 2: Here We Go Again", I was reminded again of what great and timeless songs they wrote and started thinking 'why not do an album of their music?' The songs were harder to sing than I imagined but I'm so happy with how the music came out. I'm really excited for people to hear it. It's a perfect time."
Meanwhile, back in Stockholm, Sweden, the ABBA The Museum is a Swedish interactive exhibition about the pop band ABBA that opened in Stockholm, Sweden in May 2013. ABBA's collected works are showcased in a contemporary, interactive setting at Djurgården, Stockholm.
ABBA also announced that the Swedish foursome had recorded several brand new songs during 2018, its first in 35 years, which will be released in early 2019. The original band members are all now in their seventies, so studio recordings are one thing, but the group has said they have no intention of doing any live performances. But there ARE plans for a TV special, and a separate digital project to recreate the four members performing as what they're branding their 'ABBAtars' using the experience gained from the ABBA Museum to further their commercial success on a global basis.
Just how much longer ABBA can perpetuate its "Money, Money, Money" tree remains to be seen. But they've proven themselves perhaps the most successful at merchandising their music in a way that few other bands have yet to replicate -- it doesn't just happen, it takes a degree of talent, intellect and work -- but perhaps could pave the way for future artists in the 21st century?
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