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    abba star discusses music

    Photo: Byline Ivan da Silva för Zap

mamma mia: abba star will deliver insights about the state of music in 2018

Calling all musical Super Troupers: ABBA star Björn Ulvaeus and Universal Music Top Executive Frank Briegmann will be taking part in a conversation about the current state of the music industry exclusively for me Convention. The ABBA icon will be taking part in a discussion titled “The winner takes it all! Staying ahead in today’s music industry” with President and CEO Central Europe Universal Music Group.

The discussion with one of the world‘s most important music legends and one of the most successful music executives worldwide will cover the seismic shifts the music industry has experienced since the rise of digitization. It will outline how innovators who have lived through this tumultuous time are now predisposed to think again and explain how to predict changing tastes; ride the waves of new trends and embark on tech-driven concepts like virtual reality tours. In this session, Björn, one of ABBA’s founding members, and Frank, a long-term music executive, will share their unique insights into how the game has changed for music makers and industry insiders alike, how the movement from ownership to access influences the stakes when it comes to staying ahead of the game and what drives artists and labels today.

You’ll want to bring your curiosity — the discussion will be followed by a Q&A so you can ask Björn and Frank all of those burning questions that have always bothered you. If you loved Mamma Mia! Here We Go Again, extend your summer of ABBA and catch the discussion about musical innovation at Nacka Strandsmässan by securing your badge today!

Disclaimer: The views of me Convention speakers do not necessarily reflect the opinions of either Mercedes-Benz and/or SXSW.