Abba investment tips – Money, Money, Money! – Antique Collecting

Since they first hit the headlines 50 years ago with a win at the Eurovision Song Contest in 1974, Swedish supergroup ABBA has rarely been out of the headlines, gaining new fans via films such as Mama Mia! and virtual performances at ABBA Voyage in London. Auctionet expert David Brolin offers his investment tips for collecting ABBA memorabilia

ABBA enjoys timeless, intergenerational appeal. The musical, the movie and more recently, the ABBA Voyage production all refresh and power the ABBA experience. Yet ABBA are enduringly  popular in my view, because the music is so good and because the band is rooted in happier, less complicated times. As Ani-Frid Lyngstad said at the launch of ABBA Voyage: ‘we love our music, we love to sing.’ Simplicity is the ultimate sophistication. The quest for authenticity and simplicity is often seen at Auctionet, a platform that proudly celebrates its Swedish roots and has hosted numerous auctions of ABBA memorabilia over the years.

Collecting ABBA memorabilia

Anything directly associated with band members will always fetch a high price since so much of the material is in possession of the ABBA museum or will still be owned by the ABBA band members themselves, their families, or people with unique access to the fabulous four. Yet, items less directly connected with the band, or ones which relate to ABBA’s 1970s and 1980s heyday, also transmit ABBA’s soft power and will be highly marketable, both for auctioneers and for collectors.

Here are my top tips on wisely, and affordably finding ABBA magic without letting it slip through your fingers.

Money Money Money

If you’re spending a lot of money, be sure you can verify the item with at least two independent sources and good physical evidence, for example a sales receipt or photograph or reliable evidence relating to the history of the item. A reputable auction house will do this background checking for you, but it is also wise to carry out your own research. Remember, just because something is expensive, it doesn’t mean it’s real. Do your background checks, don’t be too swept up in the adrenaline of an auction.

Voulez-Vous

The value of an item can also increase when there’s areas of interest that overlap with ABBA, for example motoring. A 1977 BMW 633 once owned by Benny Andersson and used by the band, sold for $42,500 (£35,000). In this instance, fandom associated with BMW, cars and ABBA all contributed to the price. As a purchaser you must be dispassionate as possible and separate the item from the ABBA mystique. In this case the purchaser would want to check the car was good for the road and not just for the showroom to avoid an unnecessary SOS.

The Winner Takes It All

Being part of the ABBA experience need not mean being a big spender. With tenacity and research you can also land items connected with the band. Authentic autographs from one of the band members can, with luck, be purchased at an auction for less than £20. As with all types of collectibles, provenance and history is key. A story to back up the item is very important. Contact a reputable auction house for assistance. Even if they do not happen to have the expertise in-house they will know where to turn for expert help.

Have A Dream

Items directly tied to the band can be very expensive or hard to verify. Far more accessible is memorabilia related to ABBA’s heyday. Vintage collectors cards from the 1970/80s start from as little as 50p, making it a collectors’ field for everyone. These can form part of an ABBA collection or exhibition to make you a Super Trouper in the minds of ABBA enthusiasts.

Happy New Year

Most of the collectors today are adults who were teenagers when ABBA released their music. However, there’s also growing interest from younger generations, particularly when it comes to vinyl records. I spoke with several record dealers around the time of ABBA Voyage, and they told me that the demand for vintage ABBA vinyl had surged dramatically during that period.

Beyond the ABBA Voyage phenomenon, there is a strong and diverse following of ABBA collectors in the UK, Australia, the USA, Germany, and the Nordic countries. The most sought-after items at auction are those with a personal connection to the ABBA members or their inner circle. These include stage-worn costumes, “gold records,” crew gear, technical equipment, instruments, signed memorabilia, and limited-edition items given to close friends and family.

There’s now an exciting opportunity for collectors to purchase ABBA memorabilia at an online auction, but before saying ‘I do I do I do’ to any expensive item, check its provenance. Auctionet offers 24/7 bidding, allowing you to participate no matter your time zone. Rarity and quality always pays off when all is said and done.