Ulf Ekberg on Ace Of Base, the world tours and the
release of the new album.
Today, father of three.
Tomorrow, business meeting with ex-president Bush, Sr.
The business man and front figure of Ace Of Base, Ulf Ekberg, 37, reveals
everything about the world tour, Melodifestivalen and the constant longing for
his family.
"My weak point are my children," he says.
Sure, Ulf Ekberg is a self-titled "party motor" in jetset places like Saint
Tropez or Båstad. But also an entrepreneur [down to his fingertips].
Together with the siblings Jenny, Malin and Jonas Berggren, he built one of
Sweden's best-known trademarks of the 90's, Ace of Base.
Last weekend, when Madonna had a world premier for a full-booked stadium in
Cardiff, the above statement was proven once again:
"She played our Beautiful Life mixed with Like a Prayer. That's big. An honor,"
says Ulf.
The group's comeback is bubbling at full pace now. Last November, they went on a
tour around the wrold. You can definitely say that the long break is over.
New Album Coming
This autumn, Eastern Europe and USA await, and next spring they'll be followed
by North America. And a new album in electro style. Plus the dream of a
comprehensive world tour in 2010.
"It has been sold out almost everywhere, even on the big arenas. It's fun that
there are 16-year-olds standing in front of the stage, they weren't even born
when we released our first single. We are reaching a new generation."
It all started in 1989. Ulf Ekberg and band member Jonas Berggren were broke.
They lifted on long-distance trucks from Göteborg to Stockholm to come one step
closer to their dream.
"We slept on park benches, we didn't know anyone here after all. We knocked on
the door of every single record company and forced them to listen to our music."
Everyone rejected them.
Name: Ulf Ekberg.
Age: 37.
Lives in: London, New York and Sweden.
Family: Live-in girlfriend Johanna Aybar, plus children Viggo,
Vincent and Valentina.
Income: Unknown (registered in London).
Current activities: Touring with Ace Of Base, a collection
album plus a new album next year.
Known at Record Companies
Today, almost 20 years later, they live in a different reality.
"Now you can call any president of any record company in the US and get a
meeting within five minutes," says Ulf.
In 1993, the band broke through with the international hit "All That She Wants".
The album "Happy Nation" sold 23 million copies.
"Someone wrote that we sold more than Saab one year. It was, like, 1993. But I
don't remember how much money was involved."
How much money did you earn when you were at your greatest?
"I don't want to talk about that."
OK, but can you live on the money for the rest of your life?
"Yes."
How have you invested it?
"I have started some companies, I own some real estate and work a lot in India
and China. It's everything from infrastructure projects in different countries
to hotels and oil projects in Russia. In addition, I've built orphanages in
Brazil, among other things. It's a bit fuzzy..."
How do you handle the contrast with family life?
"My weak point is when my children call and ask where I am. You just melt then.
It's really tough. After all, I only spend one week per month at home. And it
doesn't look like there will be less traveling now. Sometimes you wake up and
wonder if all of this is worth it. But Johanna and I have a strong relationship."
Do you regret something?
"Yes, for example that we turned down Pepsi-Cola's offer to be their new faces
world wide, or Reebok who wanted to make shoes in our name. But there were some
members in the band at the time who didn't want to be associated with any
trademarks other than Ace of Base."
"A New Hit Is Required"
There's speculation every year that you'd be the "jokers" at Melodifestivalen,
are you craving for that?
"We have received requests many times. For us, anything but winning is a flop.
I'm not even sure if we would place in Sweden. The relationship between Sweden
and Ace Of Base is not exactly uncomplicated."
What is required so that you'd succeed again?
"That we have a new hit. Especially in the western world, a radio hit is needed
so that the others dare take the chance. It's a great expense. But a big hit and
everything we had in the 90's would come back."
Also:
"I hope we will be recognized in Sweden. Before we die."
Ulf on...
..the greatest meeting
"Yes... There have been quite a few over the years.I have met American
presidents. People think that's significant. Both George Bush, Jimmy Carter and
Bill Clinton. I was invited to the White House in the turn of the millennium by
Bill Clinton. His daughter Chelsea loved our music. Bill wanted to have us as a
house band, but our record company didn't want us to be political. Bush senior I
have met in average twice a year in different meetings over the last eight years."
...bizarre memories:
"We did a private gig in the Göteborg archipelago one midsummer, and it ended
with Monaco's Prince Albert II, who is good at playing drums, playing with us.
So it was Ace of Base featuring Prince Albert."
...the biggest prejudice about Ulf:
"That all musicians are [blåsta?] so it isn't difficult to impress at dinner.
When you read articles about me, they're mostly about how I drink champagne and
go to celebrity parties. The superficial sides. As if I'm a "Big Brother" star.
Ace of Base are back on stage all around the world. But only the three members
Ulf Ekberg, Jenny Berggren and Jonas Berggren. Malin Berggren has chosen a life
outside of celebrity.
.. Aftonbladet Newspaper, august 26, 2008 - translated by Swan
