Björn Ulvaeus, songwriter, producer, a former member of the Swedish musical group ABBA, is set to speak at the 2015 edition of the Euro Attractions Show, delivering the Leadership Breakfast keynote at this year’s event in October.

Ulvaeus – who also co-composed the musical Mamma Mia! and co-produced the 2008 film version with fellow ABBA member Benny Andersson – will discuss narative and its relationship to entertainment. He will also explore the challenges of possessing and working with intellectual properties – an increasingly significant subject within the industry.

As an IP, ABBA is one of European music's strongest. The brand appears across music, theatre and film and even has its own museum, which opened in Stockholm in 2013. During the breakfast, Ulvaeus will provide insight into these developments and will reflect on the role of storytelling and how that is related to the attractions industry.

The Leadership Breakfast takes place on 7 October, starting at 8:30am and concluding at 10am. More information is available at www.IAAPA.org/EAS.