Christian Sandström holds a PhD from Chalmers University of Technology, Sweden and writes about disruptive innovation and technological change. Roxette is one of Sweden's greatest pop bands, having sold over 45 million albums and 25 million singles. Their success can be largely attributed to understanding the importance of digital technology. Before founding Roxette, lead singer Per Gessle had been in the Swedish band Gyllene Tider, which was popular in Sweden from 1979-1981 but then declined. Gessle realized he could exploit the digital revolution by using synthesizers, MIDI, and drum machines to produce music professionally at low cost anywhere, including Sweden. This led to Roxette's album "Look Sharp" becoming a

2. Christian Sandström holds a PhD from Chalmers
University of Technology, Sweden. He writes and speaks
about disruptive innovation and technological change.

3. Roxette is one of the greatest
pop bands from Sweden, ever.

4. The group has sold more than
45 million albums and 25
million singles.

5. Their success can to a large
extent be attributed to the fact
that they understood the
importance of digital technology.

6. Before founding Roxette, Per
Gessle had been in a Swedish
band called Gyllene Tider.

8. The group was huge in
Sweden in 1979-81.

9. But in 1983-84, there was
nothing left of it…

10. People forgot about Gessle or
felt sorry for him.

11. How was it possible to turn
this decline into the fantastic
success of Roxette?

13. In retrospective, Gessle has
stated that one of the reasons
was that they managed to
exploit the digital revolution.

14. Synthesizers, midis and
drumming machines implied
that you no longer needed
access to the great studios in
the United States in order to
make good music.

15. Music could be produced
professionally anywhere, at a
low cost.

16. Even in Sweden.

17. Gessle realized this and
Roxette’s album ’Look Sharp’
became a smash hit.

19. It’s striking how many
electronic effects
that are used.

20. http://www.youtube.com/watc
h?v=2WLJVo0BhRg
Listen to the drums, keyboards
and the overall sound...

21. Roxette became a cult
band over the coming
years, they toured
the world, sold out
stadiums and rose to
the top.

22. 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.

23. Each year about
1000000000
0000000000
Transistors are produced.

24. How much is that?

25. How much is that?
Each ant on this planet could have its own mini computer.

26. A transistor can switch on and off 1,5 trillion
times in one second.

27. 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.

28. My point is: The digital revolution is everywhere and it has
turned everything upside down.

29. Those who understood its potential and capitalized on it
experienced an incredible joyride.

30. That was the
case for Gessle
and Roxette 20
years ago.

31. And it is equally
true today.

32. Image attributions

33. Find out more:
www.christiansandstrom.org