40 years of ABBAMANIA

ABBA, 1975The 40th anniversary of ABBA’s Eurovision Song Contest win and international breakthrough was widely celebrated last year, with new releases and commemorative events. As it should be.

This year there’s another 40th anniversary that’s just as important to the story of ABBA, but less celebrated.

On Sunday, August 3rd 1975, Australian TV programme Countdown played the promotional film clip for ‘I Do, I Do, I Do, I Do, I Do’. Countdown was a nationally-broadcast weekly music programme on the government-owned ABC network that ran from 1974 to 1987. The show’s producers were always in search of popular music to play. They found that a song called  ‘I Do, I Do, I Do, I Do, I Do’ by ABBA was in the top 20 in Brisbane, the capital of the state of Queensland.

Countdown‘s producers approached RCA, ABBA’s Australian record company, requesting any footage they could play. RCA provided four film clips from the group. Countdown was impressed with the clip for the single ‘I Do, I Do, I Do, I Do, I Do’, but were even more taken with another song, ‘Mamma Mia’.

‘Mamma Mia’ was apparently also broadcast at the end of the show on August 3rd, in Melbourne (the capital of Victoria) only. But the following Sunday evening, ‘Mamma Mia’ was broadcast nationally, and something amazing happened. Though the song was not scheduled to be released as a single, public demand on record stores, radio stations, RCA and Countdown led to RCA requesting from Polar Music in Stockholm permission to release ‘Mamma Mia’.

Stig Anderson initially refused, claiming that “the Australians had released so many damn singles”. In a way he was right: in the 16 months since ‘Waterloo’ had been released, RCA had put out ‘Ring Ring’ (its second local release, in remixed form), ‘Honey, Honey’, ‘So Long’, ‘I’ve Been Waiting For You’ (separate singles released simultaneously), and ‘I Do, I Do, I Do, I Do, I Do’, plus a four-track EP. After ‘Waterloo’s peak at number four in August 1974, ABBA’s highest chart position had been ‘Honey, Honey’s number 30 peak in January 1975.

Eventually Polar relented, and ‘Mamma Mia’ entered the singles chart at number 52 on September 22nd. In the meantime, ‘I Do, I Do, I Do, I Do, I Do’ was rushing up the national chart, reaching number one on October 13th. After three weeks at the top, it was replaced by ‘Mamma Mia’, which remained at the number one for ten weeks. The songs’ parent album, ABBA, was caught in the slipstream, entering the album chart on September 8th and reaching number one on December 8th.

The public reaction and quick chart success caught the attention of overseas media. Contemporary UK news programmes reported on the astonishing Australian success of this almost-forgotten Eurovision-winning group, whose latest domestic single ‘SOS’ was gaining international attention thanks to interest in what was happening in Australia. ‘SOS’ went on to reach number six in the UK in November, followed by ‘Mamma Mia’, which topped the UK chart in February 1976.

Back in Australia, ‘SOS’ replaced ‘Mamma Mia’ at number one on January 12th, and a compilation album The Best Of ABBA had been released, topping the chart on March 28th and becoming the first album to sell over one million copies in Australia (ABBA’s Arrival later in the year would be the second).

I didn’t see ‘Mamma Mia’ on Countdown. I wasn’t a regular watcher then. I became aware of the hubbub over the song, but I didn’t really hear it until a party sometime in late 1975. I wrote about that experience here a few years ago.

Interest in ABBA had been waning after after the initial rush of the Eurovision win. But after the events in the last third of 1975, they were never to be forgotten. 

Thanks to Matti Crocker and Trent Nickson (ABBA Charts) for details.

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