Björn Ulvaeus of ABBA: Embracing AI in Musical Theater at 80
Björn Ulvaeus, the legendary songwriter from ABBA, is redefining what it means to be creatively curious at 80. Known for crafting some of pop music’s most iconic hits, Ulvaeus is venturing into uncharted territory in musical theater by collaborating with artificial intelligence. During a recent talk at SXSW London, he shared that he is currently “three-quarters” into writing a new musical with AI’s assistance, showcasing his commitment to pushing the boundaries of creativity.
This innovative project builds on the success of ABBA’s pioneering avatar show, "Voyage," and highlights Ulvaeus’s belief that AI can be a valuable creative partner rather than a threat. “It’s fantastic. It is such a great tool,” he exclaimed. “It feels like having another songwriter in the room with a vast reference library, extending your creative mind.”
Ulvaeus, who also collaborates with the International Confederation of Songwriters and Composers (CISAC), has developed a thoughtful approach to integrating AI into his work. While he recognizes the technology’s limitations—admitting it’s “not great at writing full songs” and “very bad at lyrics”—he finds it incredibly useful for overcoming creative blocks. “If you’re stuck on a lyric and want the song to follow a certain style, you can prompt AI for suggestions. Sometimes it produces less-than-ideal ideas, but occasionally, it sparks something genuinely inspiring,” he explained.
This experimental mindset reflects Ulvaeus’s long-standing fascination with technological advancements in music. He reminisced about how he and fellow ABBA member Benny Andersson always sought the latest tools during their songwriting journey, from the first Mini Moog synthesizer to early digital recording technologies. “We were curious about every new sound we heard and would figure out how to recreate it,” he recalled.
Ulvaeus’s current AI musical project is part of his work with Pophouse Entertainment, the company behind ABBA Voyage, where he plays a key creative role. Pophouse focuses on acquiring the catalogs of legendary artists, and Ulvaeus envisions it as a “creative hub” for revitalizing musical legacies through innovative technologies.
Despite embracing AI as a creative ally, Ulvaeus is a strong advocate for artists’ rights in the digital landscape. At CISAC, he has been instrumental in advocating for fair compensation for artists, ensuring that AI music generators pay royalties to the original creators whose works help train these systems. “These AI models wouldn’t exist without the songs we wrote,” he emphasized, drawing parallels to how streaming services distribute subscription fees to rights holders.
Ulvaeus’s current AI-assisted musical continues his lifelong dedication to storytelling through music. From the narrative-rich hits of ABBA to the beloved stage musical "Mamma Mia!" and its sequel, he has consistently infused his compositions with storytelling elements. “I always ended up weaving a little story into my songs,” he reflected, recalling how he admired other writers who could craft straightforward love lyrics. “Whatever you’re doing, you had to tell a story.”
With his storytelling talent and technological curiosity, Ulvaeus stands at the forefront of the AI revolution in music. While other artists may approach artificial intelligence with skepticism, Ulvaeus embraces it as the next phase in a career built on innovation. “Every morning, I wake up curious,” he shared, revealing the passion that fuels his creativity even decades after ABBA’s peak. “It’s all about wanting to try new things.”
Explore Björn Ulvaeus’s exciting journey as he merges traditional songwriting with cutting-edge technology, proving that creativity knows no age limit.
