The heat is on | 14 maart 2004

ABBA fans could not have missed the media hype surrounding the come back of a certain Agnetha Fältskog. The publicity campaign by Warner Sweden was absolutely magnificent. First they published a couple of beautiful new photographs, then they launch Agnetha's site and finally on March 8, the new single received its world premiere. And all fans including me, acted like little children when we heard the song. We were completely gob smacked.

And now it's been almost a week since we collectively had the chance of listening to Agnetha's new single. Time to take a closer look at the single and the album project. And to be honest I have some mixed feelings about the whole thing.

I am very happy to have heard Agnetha's voice again and I think she does sound quite good. A little bit more accent, which makes her singing sexier and she still has a very good voice after all those silent years. I do like the song, though it's not a super hit and it never will be. The single proves that Agnetha is a very gifted singer and that her producer is good as well. But that is all it proves. "If I thought you'd ever change your mind" is not exactly the catchiest song in the world. And who the hell is responsible for picking that title? I still find it difficult to remember it.

The only reason for the airplay it gets in Europe is that it is "the recluse Agnetha, previously from ABBA, trying to make a comeback". The airplay has nothing to do with the actual song or hit chances. It's only because a new single by a former ABBA member is good for the publicity of the show.

I have listened to the song in the past week, but probably not more than 20 times. And the last time I played it was a couple of days ago. Actually I can't even remember what the tune is like. It simply doesn't stay in my memory.

More to the point: if this song would have been released as a single in Agnetha's solo career in the mid eighties, it would have been butchered by the papers, radio and TV. It's a nice album track or a B-side, but definitely not an A-side. And I am pretty sure that it won't be a top 20 hit at all, probably not even a top 40 hit. Apart from Sweden of course.

I very much admire Agnetha, but it's a week later now and I can't say that I understand the current hype. I admit that I wrote to ABBAMAIL that it was "THE ultimate release of 2004", but now I realise that this was in the excitement of the moment. I fear that I was wrong.

afbeelding bij column The heat is on

Alle columns:
Wat als?
The Visitors Revisited
CMP 2.0
En verder
Het Wembley album
Songs Of Innocence
En nu?
Eens in je leven
My, my, at Waterloo
Money, Money, Money
In het jaar 2025
Het Agnetha jaar
De Heilige Graal
ABBA The Museum
The Visitors: 2 miljoen en meer
Eindelijk luisterde ik naar A
Het Was Vandaag 30 Jaar Geleden
Een nieuw beleid?
Niet zo'n Happy New Year
Oh nee, niet opnieuw
De Universele waarheid
The Winner Takes It All
Crisis? Welke crisis?
Hall of Fame
ABBAWORLD – Ik heb er zin an
Kristina - Het oordeel
Ik ben een snob
Heel lang geleden
Story of a heart
ABBA te koop
Geen prijzen meer!
Een diepe buiging
Het museum
Het leven
Het slechtste van ABBA
De geboorte van een mythe
Ik zit vast
ABBA op eBay
Een tip van de sluier
Givin' a little bit more – ja daaaaag
So long
Dum Dum Diddle
De ABBA kleding
1976 - Geen weg meer terug
Nummer Een - eindelijk
Het eind van de regenboog
Geen champagne
Het maken van een bootleg
Het geschiedenisboek op de plank
Een gevoel van trots
If you change your mind
Vaarwel Polar Studio's
Een enkele regel
Ware kleuren
I have a dream
The heat is on
ABBA Naked
Happy new year
Just like what?
Mamma bloody Mia!


Updates ontvangen? Word lid van de ABBA Plaza mail service en je ontvangt alle site updates per mail.

ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza ABBA Plaza