Abba: Behind The Music Videos

For ABBA music videos were an integral part of how they managed their career from the moment they achieved their international breakthrough. Starting with ’Waterloo’, they made promo clips for almost every single they released – plus some tracks that never were singles at all. The reason for this working method? Partly, it was that the group wanted to travel as little as possible, doing only a few major tours during their years together. They had also found that television was the best and most efficient way for them to reach their audience. Most of the videos were directed by Lasse Hallström. They would be an important marketing tool for ABBA. This didn’t mean that the films were produced with any kind of lavish budget, however, nor was much time set aside for the filming: sometimes two clips would be completed in one day. Lasse Hallström knew how to overcome those obstacles, and usually managed to create something that was simple, yet caught viewers’ attention. As a budding movie di