When ABBA Voyage launched in the summer of 2022 it was hailed as a pop concert experience like nothing before it. A specially-designed ABBA Arena nestled in the heart of East London gave birth to a legendary reunion that many believed would never be possible. Digital avatars of Frida, Agnetha, Benny and Björn – aptly nicknamed ABBAtars – deliver a setlist of hits that have adorned the halls of the mighty pop pantheon for decades. The production is a technical marvel – transporting audiences from the edges of the solar system to mystical Scandi realms – celebrating and creating music history in equal measure. From the stage design right through to the visual and sound experience, it stands as an unparalleled jewel of technological innovation. But while the show is powered by majestical machinery, it’s the feeling of human connection, pop communion and unexpected friendships that serve as some of the most lasting memories for people who attend.
For decades, ABBA has united people through their music, their enduring style and their capacity to fill dance floors from Stockholm to Sydney. But it’s ABBA Voyage that has brought millions of these fans physically together in one place to indulge in the brilliant world they have created. That’s especially true of the LGBTQ+ community who have been committed fans of the band, as much as the band have been staunch allies. “We found out quite early that ‘Dancing Queen’ had become an anthem and we were very proud that we’ve been chosen by the community,” ABBA’s Björn Ulvaeus told GAY TIMES back in 2019. “As a Swede, long before most others, we had a much more open society and open attitudes. This is, in a way, a liberating anthem and it makes me proud. It’s a wonderful thing, it really is.”
The idea of finding one’s tribe is something many people from different walks of life can relate to. It’s something that ABBA’s legacy has, and continues to facilitate in many different guises. It’s why GAY TIMES has partnered with ABBA Voyage to explore how bringing people together through joy and unity has positively impacted so many already at the ABBA Arena. The campaign – Unexpected Friendships – focuses on how ABBA Voyage connects people through their love of song, dance and fashion, all through the lens of ABBA’s golden heritage and their boundary-pushing concert extravaganza. We have Mimi embodying The Singer, Finn Love bringing the energy as The Dancer, and Black Peppa serving looks as The Fashionista, all honouring ABBA’s unequivocal impact on pop culture.
ABBA’s songs have long served as a connecting force in pop – whether it’s people from diverse backgrounds, intergenerational audiences or music lovers of different genres. Their magnetic anthems bind people together, allowing them to bask in the beauty of unity. For the LGBTQ+ community, they have long adopted ABBA’s music as canon in the queer experience. “ABBA made amazing pop songs, sung by amazing female singers, which is something queer people have always responded to,” says music journalist Nick Levine. “We’ve always loved a strong female voice singing an absolute banger. No-one would’ve been calling Agnetha and Frida ‘mother’ in 1974, but that’s absolutely what they were.”
With a setlist boasting timeless classics such as ‘SOS’, ‘Voulez-vous’ and ‘Does Your Mother Know’, ABBA Voyage is brimming with songs that have been embedded in human consciousness for years – so much so that the singer inside you jumps out. “In the case of ‘Gimme Gimme Gimme’, it feels very queer-coded,” Levine remarks. “How could ‘Gimme Gimme Gimme’ not have gone on to become a gay anthem? It’s preposterous to think that it wouldn’t have been.”
No-one would’ve been calling Agnetha and Frida ‘mother’ in 1974, but that’s absolutely what they were.
The magic of ABBA’s songs – brought to life in full glory at ABBA Voyage, with ABBAtars front and centre and a live band raising the roof further – is the universality it never fails to offer. Meanings, memories and emotions pour out in different ways, but always connecting audiences through song. ABBA Voyage creates a safe space where like-minded people can embrace the fantastical. That enduring kinship with the LGBTQ+ community likely dates back to a time where ABBA were considered outsiders themselves at the start of their career. It’s hard to even imagine a time where that was true for the band, but as Levine recalls they were “looked down upon by the straight white male rock gatekeepers”. The soul of their songwriting was borne from this position which is why it continues to resonate with those looking for their community. “The queer community has always recognised ABBA’s brilliance and loved them when they were kind of underdogs,” Levine adds.
Naturally this translates to the energy that ABBA’s biggest floor-filling hits demands. Ask anyone who’s been to ABBA Voyage and they’ll tell you that the dancefloor is the place to be. It’s an environment where friendships are celebrated and friendships are formed. There’s few places where a Gen Z music lover will cross paths with an older long-time ABBA fan and form bonds through their love of letting loose to some of pop’s most infamous melodies. It goes without saying that ABBA Voyage is an international crowd, with fans traveling from all over. “There was something very global about ABBA’s disco-pop sound,” says Levine on why he thinks ABBA’s back catalogue continues to fill dancefloors today. “The four of them together created something transcendent. They don’t sound like anyone else’s disco songs. ABBA were able to step into a genre in a totally respectful way, but one where it didn’t feel like they were mimicking.”
This sense of community leaves a lasting impression on fans who attend the show. The arena is primed to encourage new encounters and unexpected friendships. “Each time I have attended ABBA Voyage, I have been struck by the profound sense of unity among the crowd,” says Nicco, an ABBA fan who has visited the multi-coloured arena on numerous occasions. “The audience is a diverse and inclusive blend, featuring people of all ages and backgrounds. I consistently find myself bonding with those around me, sharing past experiences and reveling in the joy of the moment.”
The ultimate party atmosphere gives little reason to not make a fashion statement. ABBA fans who have flocked to the ABBA Arena often pay homage to the elegant stylings of the band, whose sartorial flair still influences fashion today. “ABBA were known to dress outside the box even for the 70s and 80s,” says fashion director and stylist, Umar Sarwar. “They mixed maximalism with strong Scandi silhouettes to create unique bespoke moments on and off stage.” ABBA Voyage is a portal to embrace your inner fashionista, where striking looks create immediate bonds with other fashion-forward audience members and offers an arena built for freedom of expression. There’s plenty to be inspired by too, with Frida and Agnetha’s costumes in ABBA Voyage evoking the classic and contemporary. “Seeing the bell bottom pants, embroidered and sequined blazers, the jumpsuits, the lycra, all with a chic modern twist, makes you feel you’re in the thick of a 70s disco party,” adds Sarwar, who attended the show last year. “Had I known the visceral experience I was about to embark on, I would have ditched the denim and opted for the velvet suede!”
Had I known the visceral experience I was about to embark on, I would have ditched the denim and opted for the velvet suede!
For 50 years ABBA has built an untouchable legacy that has united people in many untold ways. ABBA Voyage is the physical vessel where that connection is crystalized, night after night, month after month. Their ethos of bringing people together to escape the everyday, embrace the musical fantasy and party with each other is unmatched. Unexpected friendships are boundless and their commitment to creating a world of kindness, compassion and connection goes beyond the ABBA Arena. If you pick up one of the ABBA Pride t-shirts in the gift shop or online, 50% of the profits go to local East London charity elop, an organisation working hard to support the mental health, wellbeing, empowerment and equality of LGBTQ+ communities. With a gilded career and a golden discography of hits, ABBA Voyage is the ultimate celebration of a band who continues to joyfully bring audiences together, no matter who they are.
