Never Gonna Say I'm Sorry

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Never Gonna Say I'm Sorry is a song by Swedish band Ace of Base, released as a single in August of 1996. It was the third single released from the band's album The Bridge.

The song was written by band member Jonas Berggren, who was hoping to reproduce the flavour of his earlier hit All That She Wants. Jonas specifically mentions the similarities between the two songs in the liner notes of the booklet for The Bridge album: "We decided early on to do an All That She Wants arrangement and drums because it's always fun to have something old on a new record."^[1]

A scene of the group in the video for 'Never Gonna Say I'm Sorry'

Linn in one of the morphed scenes, only available in the original version of the video.

[edit] Video

The video for the song was directed by Richard Heslop, who had earlier directed the band's video for Beautiful Life. The video included computer generated graphics and mirror effects designed to make the video feel like a funhouse. In the U.S., the video was never released: American record company Arista Records was dissatisfied with all of the videos from The Bridge, and decided to release no video at all to accompany the single release.

In August of 1996, nearly a year after the video had been filmed, the single was at last released. In Europe, the single was accompanied by a short promotion tour by the band, and two alternate videos. In the U.S., the only promotion consisted of tiny misspelled stickers on the CD packaging, although the record company did send out promotional copies of the Sweetbox Radio Mix to radio stations. With the band members away in Europe, and with no other form of promotion, the single failed to enter the official U.S. charts, peaking at a dismal #106. It was the first Ace of Base single to fail to chart well in the States. Arista Records cancelled all further plans for future singles from The Bridge at that point.

In Europe, "Never Gonna Say I'm Sorry" would be followed by fourth single "My Déjà Vu".