Return of ABBA: How Sydney agency BRING played a part in global launch event

ABBA, one of the most successful pop groups of all time, have announced that, for the first time in 40 years they are back, with a revolutionary new concert that will see Agnetha, Björn, Benny and Anni-Frid performing digitally with a live 10-piece band, in a purpose-built arena in London from Spring 2022, and a brand new studio album called Voyage.

Overnight Sydney joined seven other cities around the world – Tokyo, London, New York, Stockholm, Rio, Reykjavik, Berlin, and Cape Town – in celebrating the much-anticipated album with the Sydney Harbour Bridge featured in a livestream on ABBA’s official YouTube Channel.

In Sydney avatars of Agnetha, Björn, Benny, and Anni-Frid illuminated the Pylons of the iconic Sydney Harbour Bridge accompanied by a dazzling light display across the Bridge arch.

The Sydney event in planning for many months, was crafted by Universal Music’s Sydney creative agency BRING and activated in partnership with Destination NSW.

“We couldn’t be more thrilled for Sydney to be part of our global album launch. Sydney has always been a special city to us and we have wonderful memories of the time we spent performing in Australia”, said ABBA.

Adam Ireland, general manager, BRING creative agency said; “When we heard of the imminent release of ABBA Voyage and unwrapped stories of the band’s history with Sydney, we knew there was no better fit than DNSW, and no better place than our wonderous harbourside. Our creative vision was backed up by the fact that Sydney has the fourth highest volume of streams for ABBA, exceeding global benchmarks.”

Beyond the streaming numbers, the band have enjoyed many great moments in Australia. The Best of ABBA TV special in 1976 became the highest viewed show in Australian TV history at the time. Their 1977 tour showcased their artistry to 160,000 people across 11 dates.

Despite only visiting twice in their career, the number of ABBA fans has never diminished, and they have been waiting and dreaming of this moment for decades.

ABBA explain new Voyage: ‘Sailing in unchartered waters’

“We simply call it Voyage and we’re truly sailing in uncharted waters. With the help of our younger selves, we travel into the future. It’s not easy to explain but then it hasn’t been done before.”

“It’s hard to say what’s been the most joyful thing for me (Benny) with this project. If it’s the involvement in creating the concert together with everyone or being back in the studio together again after 40 years. I think hearing Frida and Agnetha singing again is hard to beat. When you come to the arena you will have the four of us together with an absolutely glorious 10-piece band. And even if not in the flesh, we will be right there, thanks to the work of the creative team and ILM.”

“Those first sessions back in 2018 were such fun and when Benny called and asked if I’d (Anni-Frid) consider singing some more I jumped at it! And what songs!! My respect and love go out to these exceptionally talented, truly genius songwriters! Such joy it was to work with the group again. I am so happy with what we have made, and I dearly hope our fans feel the same.”

“When we got back together in the studio I (Agnetha) had no idea what to expect…But Benny’s recording studio is such a friendly and safe environment, and before I knew it I was really enjoying myself! I can hardly believe that finally, the moment has come to share this with the world!”

“They’re such amazing singers those two, I (Björn) was completely floored by the way they delivered those songs. They’re true musicians; totally unimpressed by pop star glamour but still having a great time being creative in a recording studio. The “Voyage” project has injected new life into us in more ways than one.”