On news of the band returning to the country for a series of shows, fans quickly flocked to ticketing offices to make sure they got to see one of the world’s most loved bands on South African soil. The response was overwhelmingly positive, prompting organisers to add more dates to the tour. The result? Seven sold out shows in South Africa alone. Ahead of the show, the band’s Per Gessle said they really weren’t expecting such a response.

Watch an interview with Per Gessle

With the industry moving into a digital environment with fans downloading albums and using social media as a means to find out more about their favourite stars, Gessle says he too has embraced the new media craze.

I have a 13 year old son. If you told him I was interested in new media, he would probably laugh in your face. It all comes down to the fact that I always wanted to be in control of my music. I remember in the old days in the 80s when you had fan clubs. It was always terrible because there was always someone else running them. There was no money involved, nobody wanted to be involved. It’s just so easy using Facebook for instance. I have my iPhone and a take pictures. It’s just a fantastic thing for a fan to see that level of access.

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