Roxette And The Digital Joyride

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How Roxette became a legend by exploiting digital technology.

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Roxette And The Digital Joyride

  1. 1. Christian Sandström holds a PhD from ChalmersUniversity of Technology, Sweden. He writes and speaksabout disruptive innovation and technological change.
  2. 2. Roxette is one of the greatestpop bands from Sweden, ever.
  3. 3. The group has sold more than 45 million albums and 25 million singles.
  4. 4. Their success can to a large extent be attributed to the fact that they understood theimportance of digital technology.
  5. 5. Before founding Roxette, PerGessle had been in a Swedish band called Gyllene Tider.
  6. 6. The group was huge in Sweden in 1979-81.
  7. 7. But in 1983-84, there was nothing left of it…
  8. 8. People forgot about Gessle or felt sorry for him.
  9. 9. How was it possible to turnthis decline into the fantastic success of Roxette?
  10. 10. In retrospective, Gessle hasstated that one of the reasons was that they managed to exploit the digital revolution.
  11. 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. 12. Music could be producedprofessionally anywhere, at a low cost.
  13. 13. Even in Sweden.
  14. 14. Gessle realized this andRoxette’s album ’Look Sharp’ became a smash hit.
  15. 15. It’s striking how many electronic effects that are used.
  16. 16. http://www.youtube.com/watc h?v=2WLJVo0BhRgListen to the drums, keyboards and the overall sound...
  17. 17. Roxette became a cult band over the coming years, they toured the world, sold out stadiums and rose to the top.
  18. 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. 19. Each year about10000000000000000000Transistors are produced.
  20. 20. How much is that?
  21. 21. How much is that?Each ant on this planet could have its own mini computer.
  22. 22. A transistor can switch on and off 1,5 trillion times in one second.
  23. 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. 24. My point is: The digital revolution is everywhere and it has turned everything upside down.
  25. 25. Those who understood its potential and capitalized on it experienced an incredible joyride.
  26. 26. That was thecase for Gessleand Roxette 20 years ago.
  27. 27. And it is equally true today.
  28. 28. Image attributions
  29. 29. Find out more:www.christiansandstrom.org

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