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In 2021, ABBA reunited, released a new album, Voyage, and announced holographic concerts featuring their digital avatars or “ABBAtars.” Using visual effects and motion capture technology, these performances create a realistic illusion without physical presence. This study analyzed reactions to these virtual musicians, highlighting concerns of ageism, undermining live music, and profit-driven motives. While the public was excited to “experience” ABBA again, there was speculation about the nature of a virtual concert.

Holographic ABBA: Examining Fan Responses to ABBA’s Virtual “Live” Concert