"In Sweden, we can hardly become more famous than we already are," manager Stig Anderson said after ABBA's phenomenal success in England: winning the Eurovision Song Contest. "That's why we have to explore the international market right now. But," he continues, "we are going to play it safe. We've received tempting offers from America, but for the time being we will restrict ourselves to Europe and Australia. It turns out that there's an extraordinary interest in our music in these territories. Where America is concerned: first our record sales will have to take off over there."
After a speedy visit to Hamburg, where ABBA performed in a television show, the famous quartet returned to Sweden to enjoy a couple of days of well-earned rest on their small island on the Stockholm coast, their beloved place of refuge where they can find new inspiration.
But their return to their home country was attended with several problems. All of Sweden wanted to see and hear the triumphant quartet and way before 'Brighton' a tour of the Swedish folk parks had been scheduled in the summer of 1974. But the offers that ABBA received from all parts of the world were so interesting that Stig Anderson felt obliged from a business point of view to let the Swedish fans down. The national interests had to make way for the international opportunities and that's how ABBA made a victory march that summer past radio and television studios in England, France, the Netherlands, Germany, Belgium and Luxemburg. Only the following year it was Sweden's turn.
The flood to the Swedish folk parks was enormous and to their astonishment the concerts were not only attended by teenagers. Fathers and mothers were enjoying what ABBA had to offer as well. The song 'Waterloo' was doing extremely well by then. In England, 'Waterloo' even reached number two in the charts. All experts agreed that the pop scene had never experienced such an enormous success since the Beatles. 'Waterloo' sold more than five million singles and three million albums.
"When you look at the international sales figures it really makes your head spin," Stig Anderson admits. "At this moment ABBA has sold more than forty million records. In Holland we have already surpassed the Beatles. In America 'Waterloo' is number seven in the charts and as soon as we have some time we will go over there to do a couple of television shows."
ABBA's tours only underligned their enormous popularity again. In Australia their television special was watched by 58 percent of all people who owned a television set. At the launch of their new album 'Arrival' in London, BBC DJ Simon Bates presented the group with no less than 32 platinum, gold and silver discs.
If they wanted to, they could perform somewhere in Europe in a sold-out venue every day of the year. But they were down-to-earth enough to not go down that road. They simply couldn't clear their schedule because at home, in the studio, they had to work hard on making new records and preparing new songs.
When the German president Walter Scheel invited them to do a concert on the occasion of the American president Gerald Ford's visit, they had to reply regretfully: "Sorry, but we really don't have the time."
ABBA was the first Western pop group that performed in Poland. The Polish teenagers, that had listened to their records via German broadcasts, put such pressure on the authorities that the performance could be arranged eventually. Foreign currencies were even made available to import ABBA records, and this had never happened before. Meanwhile, 800.000 ABBA records have been sold in Poland and even in Russia - again something unheard of - 25.000 records have been sold.
All in all, ABBA's records have made a bigger profit than the records by Elton John, Rod Stewart and the Bay City Rollers. And nobody is in doubt that ABBA will eventually equal the worldwide success of the Beatles.
And no one should think that this astounding success has come easily. ABBA is a very hard-working group, that operates in a strictly professional way.
"When we are asked why we never appear on Swedish television, I always reply that we are never asked," Björn said recently. "In 1975, we only performed once. And do you know why? Because the other group, that had been invited first, was unable to attend due to health problems!"
Indeed, in Sweden things are a little difficult. In this country, radio and television are controlled by the State. And the State thinks that all broadcasts should contain political messages and that in the world of pop music a song has to carry out the political ideals of the Swedish State as well. It hasn't been said in so many words officially, but it is clear that ABBA is blamed for its capitalistic sense.
They think that the group's professional conduct and their commercial way of making money don't correspond with the social values of the Swedish government. ABBA - that's where it boils down to - should actually propagandize the Swedish socialistic welfare state.
"That's baffling," Benny sighs. "The only thing we want to do is cheer up the people with the kind of music they like to listen to. Is a pop group really the appointed medium to convey a political message or propagandize social ideas? Come on. Anyway, I think we are doing enough already for the Swedish State. Do you know our tax system? 85 percent of our income goes straight to taxes."
Silver Bramstedt, a music critic at Dagens Nyheter wrote vigorously: "ABBA is looking at the people who buy their records from behind the glass of their helicopter. As if they want to emphasize how inaccesible they are."
Mia Gerdis from the same paper said: "I've seen them move but I don't believe they are really alive. Björn's music is nothing else but plastic." Her colleague Anders Klintevall didn't have anything good to say about ABBA either. "Their music is only good to dance to. It's just boom-boom-boom... always the same quadruple time. It sounds mechanical and it's outright annoying. They say that the audience simply wants to hear this. Well, I wonder how long that will last."
When the Eurovision Song Contest took place in Stockholm in 1975, ABBA wasn't able to get any tickets. And when the fans requested if ABBA at least could hand over the prizes, that turned out to be impossible as well.
Buyers from television companies who come to Stockholm begging for ABBA footage are able to get films from the Swedish landscape or islands. There is nothing in stock about ABBA.
Björn, Benny, Anni-Frid and Agnetha remain unconcerned by all this teasing. Sometimes, when it all gets too much for them, they get on their boat that takes them to their small island, where they can swim, go fishing or simply lie in the sun.
There, far from all the noise and bitter criticism, new ideas are being born in the heavenly surroundings of their holiday cottage. Björn has his piano there and Benny his guitar. And furthermore, they have each other. And that's all they need to surprise the world time and time again with an unrelenting chartbuster.