Björn Ulvaeus’ Bold Leap into the Future: AI in Musicals and the Kiss Avatar Revolution at SXSW London

The dynamic intersection of technology and entertainment took center stage at the inaugural SXSW London, where Björn Ulvaeus, the prolific Swedish singer, songwriter, producer, and co-founder of Pophouse Entertainment, captivated audiences with his insights into the future of entertainment. Despite entering his ninth decade, Ulvaeus remains at the forefront of innovation, passionately exploring the realms of music and storytelling.

In an enlightening session titled The Future of Entertainment, Ulvaeus detailed his current endeavor: crafting a musical with the assistance of artificial intelligence. This revelation piqued the interest of the diverse crowd gathered in the trendy environs of Shoreditch, a testament to the enduring appeal of the ABBA icon’s creative prowess.

“Right now, I’m writing a musical assisted by AI,” Ulvaeus revealed, hinting at an intriguing collaboration with a female creative partner. Although details remained under wraps, the project reportedly nears completion. When asked about his experience with AI in music creation, Ulvaeus enthusiastically described it as “a great tool” that permits a dynamic exchange of ideas. “It’s unimaginable that you can bounce back and forth with a machine, or a software, which can give you ideas to go in various different directions,” he explained to the captivated audience.

Ulvaeus was quick to clarify a common misconception. “A misconception is that AI can write a whole song. It’s lousy at that very bad. And thank God! It’s very bad at lyrics as well. But it can give you ideas.” He illustrated his point with a practical example: finding oneself at an impasse in songwriting, AI could suggest new directions based on a predefined style and lyrics. “It usually comes up with garbage, but sometimes there is something in it that gives you another idea. That’s how it works. It’s like having another songwriter in the room with huge reference frames. It is really an extension of your mind,” he elaborated.

In response to a question from Laura Barton, a music writer from The Guardian, about how AI juxtaposes with working alongside ABBA partner Benny Andersson, Ulvaeus quipped that AI “is quicker and does exactly what you tell it,” prompting laughter. He humorously recounted an attempt to generate ABBA-style lyrics with AI, met with a humorous, “No, we can’t do that.”

Despite his light-hearted anecdotes, Ulvaeus acknowledged past failures, a hallmark of creative experimentation. “There was a period when Benny and I didn’t quite know what garbage was,” he chuckled. “There’s proof of that. People don’t listen to that.”

Turning to his role as president of the International Confederation of Societies of Authors and Composers (CISAC), Ulvaeus highlighted the necessity for the music industry to collaborate with technology sectors regarding AI development. “The AI music generators train on copyrighted material. They train on all the world’s music. And for that, we feel that they should be paying something towards the songwriters and the artists and all those who actually created what they need to be able to create their AI models,” he asserted. He further mentioned ongoing debates in the music and tech industries about equitable remuneration and regulation, anticipating actions by the U.K. government and the European Union.

Ulvaeus proposed a model akin to streaming service subscriptions to manage AI-related royalties. “I think the model that is closest is the model that we have in streaming services where they have you subscribe, and part of the subscription goes back to the music industry, and that’s what happens with Spotify, Amazon, and all the others,” he explained, acknowledging the unique complexities posed by AI.

The discussion also touched on Pophouse Entertainment, which Ulvaeus co-founded with EQT founder Conni Jonsson in 2014. The company invests in entertainment brands across music, podcasting, and gaming, and has recently ventured into music catalog acquisitions, collaborating with artists like Avicii, Cyndi Lauper, and Kiss.

Ulvaeus hailed the success of ABBA’s virtual stage show, ABBA Voyage, in London, which has sold over 2 million tickets in its first 19 months. He expressed optimism for similar projects, notably a Kiss avatar experience. “Kiss, we believe, could be a very interesting avatar experience in the kind of Marvel universe,” he suggested.

Indeed, by the close of 2023, Pophouse announced that “Kiss, the legendary rock band known for electrifying live performances over a 50-year career and sales of more than 100 million records worldwide, is marking the end of its physical existence by crossing into the digital world.” This new venture follows the precedent set by the ABBA Voyage, underscoring Pophouse’s leading investment role.

Ulvaeus concluded by sharing his enduring love for popular music, currently enjoying Lola Young’s Messy, and reflecting on the necessity for artists to preserve their legacy amidst the seismic shifts introduced by AI and digital experiences.

SXSW London runs through June 7, with Penske Media, parent company of The Hollywood Reporter, as its majority stakeholder, ensuring an ongoing platform for such riveting discussions.