ABBA’s Björn Ulvaeus on Writing a Musical Assisted by AI and Those Kiss Avatars: SXSW London

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As a passionate gamer, I can’t help but feel inspired by Björn Ulvaeus, the legendary Swedish ABBA musician and creative powerhouse. Even though he’s clocked 80 years on this planet, his infectious enthusiasm for crafting tales through music is undiminished. This was evident during his session titled “The Future of Entertainment” at SXSW London, where his insights attracted a massive audience in the vibrant Shoreditch district.

During a comprehensive conversation, he delved into the topic of creating a musical in collaboration with artificial intelligence, highlighted the London’s successful production starring ABBA avatars, and explained why his firm believes that a similar show based on KISS could be profitable.

Currently, I’m composing a song using AI technology, as the artist revealed onstage. He didn’t disclose many specifics regarding the project, but he did mention that it’s a joint effort with a talented female collaborator. As of now, he stated that he has almost completed three-quarters of the work.

Speaking as a music enthusiast, I’d say my experience creating tunes with AI is nothing short of extraordinary. It’s mind-blowing to interact dynamically with a tool that offers endless possibilities, guiding me through diverse paths for my compositions.

However, Ulvaeus clarified one point: “It’s a common misunderstanding that AI can compose an entire song. It’s truly terrible at that – very poor. And it’s a good thing! It’s also poor at creating lyrics. But it can certainly spark ideas.

He demonstrated an instance to clarify his notion: “Imagine you’re writing a lyric about something, but you’re struggling and want this piece to have a specific feel. So instead of agonizing over it, you could ask, ‘Where should I take this next?’ This can help generate new ideas or at least give you a starting point. It’s like having another songwriter collaborating with you, offering a vast array of perspectives. Essentially, it’s an extension of your creative thinking process.

Regarding the topic of songwriting partners, Laura Barton from The Guardian magazine brought up the subject of how AI stacks up against collaborating with Benny Andersson, ABBA’s longtime partner in music. Ulvaeus humorously commented that AI is faster and follows instructions to the letter, but it lacks the human connection found in having a songwriting partner.

The laughter continued as Barton inquired if Ulvaeus had ever requested AI software to compose ABBA lyrics. “It responds, ‘Regrettably, I’m unable to do that,'” he answered instead.

However, he mentioned that not all their collaborations have been successful hits. “At one point, Benny and I were unsure about what constituted junk,” he humorously noted. “Evidence of this can be found, as people do not listen to those particular songs.

Currently, a notable member of ABBA is serving as the president of CISAC – an international organization representing societies of authors and composers worldwide. Given his professional background, he offered valuable perspectives on the collaboration between AI and the music industry. He pointed out that AI music generators learn from copyrighted works, drawing inspiration from a vast array of global music. As such, he advocated for these systems to contribute financially towards songwriters, artists, and other creators whose work is used in training these models. He underscored that while progress may be slow, discussions are ongoing within the music and technology sectors regarding this compensation structure. Additionally, both the U.K. government and the European Union are considering regulations to govern AI and its impact on the creative industries.

He proposed that a suitable approach for AI could resemble the subscription-based model used in streaming services. “I believe the most fitting comparison might be the system we see in music streaming platforms where users pay a subscription fee, and a portion of this goes to the music industry, just like with Spotify, Amazon, and others,” he explained. “This model could potentially apply here too, but remember that AI is an entirely different entity, so it’s hard to say for certain.

Back in 2014, Ulvaeus teamed up with EQT founder Conni Jonsson to establish Pophouse. This company focuses on purchasing and enhancing entertainment brands encompassing music, podcasts, and gaming. By 2022, they expanded their horizons into music catalog investments. On a recent Wednesday, Ulvaeus emphasized that this expansion opened up opportunities for him to collaborate with musical greats like Avicii, Cyndi Lauper, and Kiss.

In 2021, ABBA made their return with the release of the album “Voyage” and the virtual stage show “ABBA Voyage” in London. Sales for these performances exceeded 2 million tickets within the first 19 months. Björn Ulvaeus, a member of ABBA, spoke about the success and how other musical acts might profit from such shows. He suggested that a digital experience for the band Kiss could be intriguing in a Marvel-like universe as we move forward into the digital age.

Towards the end of 2023, Pophouse announced that the iconic rock band, Kiss – famous for their energetic live shows spanning over half a century and selling more than 100 million records globally – is moving into the digital realm to continue its existence. The new Kiss avatar performances will be the second venture in immersive, virtual concerts by Pophouse Entertainment, following the success of the ABBA Voyage show in London, where Pophouse serves as the primary investor.

During our chat on Wednesday, Ulvaeus talked about his ongoing affection for contemporary music. He mentioned that he’s currently grooving to Lola Young’s “Messy,” even humming a part of its catchy chorus. Additionally, he discussed the strategies artists can use to preserve their relevance in an ever-evolving world, focusing on aspects like AI, immersive experiences, and future touring plans.

Ulvaeus shared his current love for modern music, specifically Lola Young’s “Messy,” and also spoke about how artists can keep their impact alive in a rapidly transforming world, emphasizing AI, immersive experiences, and future touring trends.)

The SXSW event in London continues until the 7th of June, with Penske Media, who own a significant portion of The Hollywood Reporter, being the primary shareholders of SXSW.

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2025-06-04 18:24