Truman Brewery (SXSW London Stage)
June 4, 2025, 2:00 - 2:30 PM
The Future of Entertainment
Björn Ulvaeus reflects on his lifelong curiosity and fascination with technology - from ABBA to Voyage and beyond. In this conversation, he explores how artists can future-proof their legacies in a rapidly changing entertainment landscape. Touching on AI, immersive experiences, and the future of touring, Björn considers the creative and existential implications of aging in a world where catalogues can live on and evolve through innovation.
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