I remember reading this article from VeckoRevyn, published on 24 May, back in 1978. I was horrified! Agnetha, Björn, Benny and Frida were moving to America! Disaster! I was all upset. As we now all know it never happened. And I guess it was because Agnetha really didn't want to go, even though it sounds like all four of them - in this article - have agreed on moving to LA for at least a while.
"We would like to live here for a while"
ABBA is now being marketed in the USA. With lots of millions in sight if they become a hit. They are also thinking about moving to Los Angeles. For a while. They are looking for suitable houses.
The Californian sun is shining on the 7 metres tall ABBA billboard in Hollywood. It's the largest billboard the people of Los Angeles have seen in a very long time. But then the billboard says: "ABBA - the largest selling group in the history of recording music" and that includes both the Beatles and the Rolling Stones...
On many of the different radio stations ABBA's latest hit "Take A Chance On Me" is playing, at least once every hour. After five weeks on the charts it has gotten to place 17 and is still going upwards.
The record company Atlantic, home of recording giants like the Rolling Stones, Roberta Flack, Aretha Franklin, Led Zeppelin and many others, are spending 2½ million kronor on a gigantic ABBA campaign and are counting on it making 200 million kronor in return.
One part of the enormous campaign is to let the enormous audience get acquainted with ABBA - and this will be done by having them as guests on the Olivia Newton-John show, together with the youngest Gibb brother, Andy. Those who have seen the finished recording say that ABBA stole the show.
DOLLS AND COMPETITIONS
The ABBA campaign started in March and will end in August. By that time 3 million albums should be sold, the Americans will be wearing ABBA T-shirts and the children will be playing with their ABBA dolls in their rooms with ABBA posters on the walls. By then radio stations across America will have had competitions for their listeners where they can win trips to Sweden and especially made albums. By then all of America will not only know how ABBA sound, but also how Björn and Agnetha and Benny and Frida look, how they live, what they think and what they eat.
So it's far from unlikely that our Swedish pop group will become superstars even here in America. They are already very close to reaching the heights only a handfull of artists reach.
ABBA themselves are aware of this and they think that it is about time that they try to conquer this large - and hard to catch - American audience with everything that will bring. That is why they have worked hard to put all their hard effort into this TV-show. Never before have they worked so focused and hard as this time. For 14 days they have been working 12-14 hours per day and last night they didn't go to bed until 6.00am. They still had to be up a couple of hours later to get back to the studio for the final mix and in just an hour they will be seated in first class on their flight to Düsseldorf for another TV-apperance.
We are sitting on a silk couch among mirrors, palm trees and original 18th century paintings and we are waiting, and waiting - and waiting - for the group to show up on the red carpet in the foyer of the luxurious hotel L'Ermitage, which is the fanciest most expensive for the millionaires visiting Beverly Hills. Last week Mick Jagger checked in under the name John Wettager and right now famous rock band KISS (who had to make a promise not to appear in make-up at the hotel because the managment feared that other prominent guests such as General Motors CEO wouldn't appreciate it) are staying here.
At L'Ermitage there are only suits which doesn't have ordinary locks on their doors, all guests get a new combination code in the hotel's computer central for the lock which is like the lock of a bank vault. Benny and Frida and Björn and Agnetha have stayed next door to each other in two stories suits which cost 1000 kronor a night.
In addition the suit you get a Rolls Royce with a chauffeur - if you don't want to drive it yourself.
ATE LOTS OF POTATO CHIPS
The price also include caviar when it's time for cocktails, but ABBA preferred so much potato chips in front of the TV that they for all future will be rememberd as the biggest chips consumers ever.
Especially Björn and Agnetha who preferred to stay in their room during the little free time they had. Benny and Frida on the other hand took advantage of being in LA and went on late dinners at expensive restaurants with friends. Mainly because they wanted to get to know the city all four members of ABBA want to live in for a longer time. No matter how you look at it, today Los Angeles is the musical centre of the world, when something really big in the music business happens, it happens here.
That's the reason ABBA has asked their friend in Los Angeles, actress Lena Larsson to be on the outlook for suitable villas to rent in Beverly Hills, Bel Air or on the beach in Malibu, so that they can move here in November with their children. Not move here for good, but to get to know the city and feel their way.
AGNETHA MISSES THE CHILDREN
Suddenly the cool atmosphere of the lobby changes into chaos. ABBA with their entourage has finally arrived and there isn't much time and their assistant Bosse Norling has already left for the airport to check in their luggage. Around 15 people, PR-persons, record label executives, lawyers and friends are running around the awaiting limousine, trying to get at last word in.
The girls, Frida and Agnetha, are stylish as usual: Agnetha in a pink pants suit and a pink-blue shirt. Frida in a grey striped dress with a red mink on her arm in the exact same colour as her hair and sun glasses with tiny, painted flowers on them.
The guys look much more tired, but then again they have been working hard with the sound mixes.
Agnetha says she misses the children, Linda and Christian, but that it's OK since it's only 15 days at the time.
- USA is a challenge, we wouldn't mind moving here for a while, Benny manages to tell us before someone in the crowd gets his attention while Frida is kissing and hugging her friends goodbye.
- It would be fun to stay here for a longer period of time and get to know how it is to work here, says Björn, who is dressed in brown red pants and an orange shirt.
- Yes, you only live once, Frida establishes with a smile as she appears in the crowd in front of the big car. And I like Los Angeles a lot.
- No, now ABBA have to leave, otherwise they will miss their flight, one of the PR-women says and tries to get the group into the car. With a little help she manages to do that and ABBA leave in ambulance speed. Left behind is the group of American people who now will continue to work for ABBA's American future. Everyone is waving. And waving
- They are amazing, sighs PR executive Stan Moress. ABBA has one of the best shows in the world today. They are so creative and their music fits everyone, children, grownups, the elderly.
- Yes, ABBA are going to be very big here, says Paul Cooper one of the big bosses of Atlantic. They are already one of our top groups, but they are going to be even bigger. Our new superstars.
EVERYTHING IS FOCUSED ON THE GROUP
As proof of the reliability to this assumption even the record company's vice president is present at this farewell ceremony.
- We are counting on ABBA becoming as big here as they are in Australia and England, says this elegant man. ABBA are bigger than the Beatles today and that is why we have asked one of the biggest and most successfull advertising companies to launch a complete campaign for the group.
- The name of this company is Scotty Brothers Entertainment and the following day I'm in their luxurious office on Hollywood Boulevard and waiting for Tony Scotty, who has planned the whole ABBA campaign. The walls are covered with gold records for marketing of artists like Barbra Streisand, Shaun Cassidy, Olivia Newton-John, Leif Garrett and others. Here and there are card boards of ABBA in actual size, because right now all of the company's efforts are focused on the group: here they only work with one project at the time and you tailor make the campaign to suit the artist in question.
- This will be the biggest campaign ever made for one group, says Tony Scotty when he sits in his office with ABBA in one form or another placed around him. We have done similar campaigns for Barbra Streisand for example but in ABBA's case the campaign will be four times as big. And we have never made such a big campaign before the artists has become very big. But when I was in Sweden and listened to ABBA I immediately realized that it was the right thing to do. Now we know that it was right. ABBA will become superstars.
- So far ABBA has been faceless for the American audience but they won't be for much longer. ABBA will be brought to the public in every form. After that they will have to come here every now and then and do TV-shows so the public don't lose the personal contact with them. We have also recommended that ABBA should do a tour here next spring or summer.
- Today we know that ABBA will be very big here too. The question is only how big, there's no limit. There are artists that sell 9-10 million records every time and the Saturday Night Fever album has already reached 13 million, but that's exceptional. As I see it there's no limit for ABBA, since their music is for everyone.