ABBA Voyage, a groundbreaking 90-minute digital concert event, features digitally animated avatars of the pop stars accompanied by live musicians. The concert takes place in a custom-built venue in London, with the avatars displayed on high-resolution LED screens. Despite initial scepticism, the concert’s success, with 1.3 million ticket sales, demonstrates the powerful emotional response of the audience to the avatar performance. Audience members invest time and effort in preparation for the concert, creating a sense of anticipation and connection. The carefully designed show eases anxieties about technology hindering the experience and delivers a collective feeling of live connection and wonder. The concert highlights the co-creation of meaning and identity in a musical experience, emphasising the importance of audience engagement in the era of human and technological integration.
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