Pop legends ABBA are taking a big punt on their latest immersive project, founding member Bjorn Ulvaeus has told CNBC.
The much-anticipated immersive performance called ABBA Voyage is billed as "a concert 40 years in the making," and features digital avatars of the Swedish supergroup accompanied by a 10-piece live band.
Speaking in late April ahead of its long-awaited world premiere in London, U.K., this week, Ulvaeus told CNBC it was "a hell of a risky project in so many ways."
"The risk is, of course, that people won't find it to be the experience that I think and hope it will be. That is the main thing. If people would go from the concert thinking, yeah, well, that wasn't bad but ... We want them to feel, you know, emotional and to feel that they've gone through something that they've never seen before." ...
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