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Roxette And The Digital Joyride
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Roxette And The Digital Joyride

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How Roxette became a legend by exploiting digital technology.

How Roxette became a legend by exploiting digital technology.


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  • 1. Christian Sandström holds a PhD from ChalmersUniversity of Technology, Sweden. He writes and speaksabout disruptive innovation and technological change.
  • 2. Roxette is one of the greatestpop bands from Sweden, ever.
  • 3. The group has sold more than 45 million albums and 25 million singles.
  • 4. Their success can to a large extent be attributed to the fact that they understood theimportance of digital technology.
  • 5. Before founding Roxette, PerGessle had been in a Swedish band called Gyllene Tider.
  • 6. The group was huge in Sweden in 1979-81.
  • 7. But in 1983-84, there was nothing left of it…
  • 8. People forgot about Gessle or felt sorry for him.
  • 9. How was it possible to turnthis decline into the fantastic success of Roxette?
  • 10. In retrospective, Gessle hasstated that one of the reasons was that they managed to exploit the digital revolution.
  • 11. Synthesizers, midis anddrumming machines implied that you no longer neededaccess to the great studios inthe United States in order to make good music.
  • 12. Music could be producedprofessionally anywhere, at a low cost.
  • 13. Even in Sweden.
  • 14. Gessle realized this andRoxette’s album ’Look Sharp’ became a smash hit.
  • 15. It’s striking how many electronic effects that are used.
  • 16. http://www.youtube.com/watc h?v=2WLJVo0BhRgListen to the drums, keyboards and the overall sound...
  • 17. Roxette became a cult band over the coming years, they toured the world, sold out stadiums and rose to the top.
  • 18. Roxette became a cult band over the coming years, they toured the world, sold out stadiums and rose to the top.Digital technology took them on a joyride beyond their wildest dreams.
  • 19. Each year about10000000000000000000Transistors are produced.
  • 20. How much is that?
  • 21. How much is that?Each ant on this planet could have its own mini computer.
  • 22. A transistor can switch on and off 1,5 trillion times in one second.
  • 23. A transistor can switch on and off 1,5 trillion times in one second.If I’d turn a switch on and off that many times, it would take me 25 000 years.
  • 24. My point is: The digital revolution is everywhere and it has turned everything upside down.
  • 25. Those who understood its potential and capitalized on it experienced an incredible joyride.
  • 26. That was thecase for Gessleand Roxette 20 years ago.
  • 27. And it is equally true today.
  • 28. Image attributions
  • 29. Find out more:www.christiansandstrom.org