ABBA Voyage is giving the next generation a backstage pass to live music. The team behind the virtual concert experience announced on Wednesday (June 3) a new education program at east London’s custom-built ABBA Arena, aimed at helping young people pursue careers in music and the creative industries.
To mark the launch, ABBA members Benny Andersson and Anni-Frid Lyngstad made a rare public appearance at ABBA Arena, situated in the Queen Elizabeth Olympic Park, joining nearly 3,000 children for a one-off event that included a Q&A hosted by broadcaster Vernon Kay.
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Developed in partnership with the London Legacy Development Corporation (LLDC), the initiative builds on a series of education and community projects that ABBA Voyage has run over the past four years.
Together, organizers report that those efforts have to date engaged more than 8,500 young people through concerts, careers workshops, employment opportunities and more. These include summer and autumn career schools for students aged between 15 and 17, a subsidized young persons ticket scheme, and local employment scheme at ABBA Arena, committing to a minimum of 50% of employees from the surrounding area.
In a press release, ABBA said: “Music has an incredible ability to stimulate creativity and confidence in young people. We hope this program helps inspire young people to be curious about the world of performing arts and what they can achieve in the future. We feel privileged that ABBA Voyage can play a part in that journey.”
Working alongside industry partners including Good Growth Hub and Sound Diplomacy, the next phase of the program is designed to support young people from underrepresented communities across the four neighboring boroughs of Newham, Hackney, Tower Hamlets and Waltham Forest in east London.
Craig Hartenstine, group CEO for ABBA Voyage said: “Since ABBA Voyage opened in east London, we’ve been committed to creating meaningful opportunities for the communities around us. This program is about much more than introducing young people to the creative industries.
“It’s about helping them build the skills and confidence that can lead to real opportunities in the future. We’re proud of what has already been achieved alongside our partners, and excited to deepen that impact through new mentoring, training and employment pathways in the years ahead.”
Shazia Hussain, CEO of London Legacy Development Corporation, said: “Queen Elizabeth Olympic Park brings together a unique combination of cultural, commercial, educational and community assets. Our focus is on leveraging these to create opportunities for local people, support inclusive growth and strengthen the innovation and creative economy of east London.”
She continued: “The next chapter of our partnership with ABBA Voyage reflects this ambition. By connecting young east Londoners with one of the world’s most innovative live entertainment experiences, the program will help transform early inspiration into tangible career pathways. It shows what is possible when industry leaders, civic partners and local communities come together to unlock opportunity and nurture the next generation of creative talent.”
ABBA Voyage opened in London in May 2022, bringing the Swedish pop icons back to the stage as digital ‘ABBAtars’ alongside a live 10-piece band. The production has since welcomed millions of visitors and become one of the most successful live music attractions in the U.K.
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