A Look Back: Björn Ulvaeus

ABBA songwriter discussed the future of music and technology.

Björn Ulvaeus is a co-founder of ABBA, one of the most successful groups in the history of popular music with an estimated 400 million records sold worldwide. At September’s me Convention in Stockholm, Sweden, he engaged in a lengthy discussion titled “The Winner Takes It All! Staying Ahead in Today’s Music Industry” with Frank Briegmann, Universal Music President Central Europe.

“Can artificial intelligence create art? It’s in the ears of the beholder.”


At SXSW 2019, Ulvaeus will take part in “Creator Credits: Providing the Missing Links” Featured Session in the Music Industry & Culture Track.

A collaboration by Mercedes-Benz and SXSW, me Convention is a cross-disciplinary festival uniting artists, scientists, tech visionaries and musicians. The 2019 edition will be held September 11-13, in Frankfurt, Germany.

At SXSW 2019, visit the interactive me Convention forest installation inside the Austin Convention Center for new perspectives on our shared future.

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