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Fredericia Musicalteater and AHA Creations, in collaboration with Chief1 and the Danish “We Love” phenomenon, present a new original musical experience: WHAT IS LOVE – a We Love the 90’s musical.

On September 20, 2025, the year’s biggest 90’s party will come to Fredericia Musicalteater in the form of a new original musical, which pays tribute to the biggest hits from the 90’s – the sound that defined a decade.

“Pump up the Jam”, “Sing Hallelujah” and “What is Love” – the sound of the 90’s is bigger than ever before, and now nostalgic, party-loving, 90’s fans can get the ultimate total experience when WHAT IS LOVE moves to Fredericia Musicalteater.

As the first of its kind, the musical delves into the 90’s music industry and tells the story of a time when young people started a music revolution and left their mark on the future.

The performance will be a spectacular celebration of the biggest hits of the 90s and an opportunity to relive the golden age of music – with love for music and each other at the centre.

More than a musical

Audiences should prepare for a unique musical experience where the boundaries between stage and audience merge.

In WHAT IS LOVE, the theatre is turned upside down – literally. The audience is invited right up close to the action, seated around the centred stage, as if they were at an intimate and stadium concert at the same time. Screens and lights surround the room and transmit the performance live, allowing the audience to experience the actors’ smallest movements and emotions in intense close-ups and varied visual expressions. This immersive experience creates a unique closeness that brings every emotion in the play for the audience – both in the most intimate moments and at the most epic party.

AHA Creations and Fredericia Musical Theatre enter a new strategic collaboration with the aim of producing top-level musicals with a strong financial foundation.

Fredericia Musical Theatre announces a strategic collaboration with production company, AHA Creations, which aims to create unique musical experiences in Fredericia. Together, they intend to build and develop a world-class musical ecosystem, building upon the theatre’s successful musical heritage.

AHA Creations, an Endeavour company, is a modern production company at the forefront of innovative, story-led musicals on the international stage.

Setting the scene for world class musicals  

The Theatre Director at Fredericia Musical Theatre, Thomas Bay, and Artistic Director, Martin Palme Skriver at AHA Creations both see the collaboration as a decisive step forward:

“The theatre is now ready to take a big step towards becoming one of Denmark’s leading music producers. The theatre is already running well with strong artistic successes, and we are of course sticking to the new line we have laid out for Fredericia Musical Theatre with experimental musicals as well as musicals for children and young people. Through the collaboration with AHA Creations, the Theatre now gets the extra financial safety net it needs to go up a higher gear,” says Thomas Bay.

AHA Creations and Fredericia Musical Theatre will produce one major musical together per season from autumn 2024 and onwards. The musicals will either be completely new musical productions or international productions from Broadway or the West End. All performances will feature a combination of elements that are sure to captivate audiences. These include compelling storytelling, music of the highest quality, impressive scenography and costumes, and the best artists both on and behind the stage.

“We are very happy to enter into this collaboration with Fredericia Musical Theatre and I personally couldn’t imagine any better place to start our journey than in the city where I myself am from and was shaped by. With our experience, joy in telling stories and a strong financial foundation combined with the theatre’s long-standing musical culture and know-how in producing successful musicals, we are convinced that we can create something completely unique in Fredericia,” Martin Palme Skriver concludes.

The worldwide musical phenomenon WICKED becomes the first production

The first musical is the famous Broadway musical, WICKED, in a new and original version, with the great Danish musical talents Johanne Milland and Nanna Rossen in the two leading roles.

WICKED is one of the world’s best-selling musicals of all time. And the Danish audience can look forward to experiencing a new spectacular version of the legendary musical about the witches of Oz. The upcoming production of WICKED can not only be experienced in Fredericia, but also in Copenhagen. Fredericia Musical Theatre has, together with Tivoli, ensured that WICKED will also come to the capital, where Tivoli will be co-producer of the set-up in the Concert Hall.

The performance will first premiere at Fredericia Musical Theater on 18 September 2024, and from 11 October it can be experienced in Tivoli’s Concert Hall in a co-production with Tivoli in Copenhagen.

Building a strong musical ecosystem in Fredericia

To achieve the ambitious goals, Fredericia Musical Theatre and AHA Creations must continue building on the specialised flair within the musical genre, which the Musical Academy and the theater in Fredericia have built up over many years.

The overall ambition is to develop a musical ecosystem, which will ensure a foundation for top-class musicals and in the long term have a significant influence on the development of musical talent in Fredericia.

Find out much more about the musical WICKED and AHA Creations.