UK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatars
Unit1 hopes to offer cheaper version of shows such as Abba Voyage, showcasing living and dead artists in any venue The former chief executive of Andrew Lloyd Webber’s entertainment group has obtained a near-£15m investment for his UK music tech startup that hopes to recreate classic concerts by manifesting musicians as digital avatars. Unit1 was set up last year by Barney Wragg, an entertainment…
A UK music technology startup called Unit1 has secured a significant investment of nearly £15 million to develop a platform that can recreate classic concerts using digital avatars of musicians. The former CEO of Andrew Lloyd Webber's entertainment group, Barney Wragg, founded the company last year with the aim of offering a more affordable version of high-profile events like Abba Voyage.
The startup has already secured $20 million in funding from investors, including tech backer Balderton Capital and its partner Daniel Waterhouse, who has previously invested in Spotify. Unit1 plans to create digital avatars of both living artists who are no longer touring and deceased musicians by combining archive footage with actors and musicians who resemble the original stars.
The company tested its technology with Scottish singer-songwriter KT Tunstall, who used a digital avatar to update her appearance for a recreated performance on Later... with Jools Holland. Unit1 hopes to provide a more budget-friendly alternative to experiences like Abba Voyage, allowing artists, venues, rights holders, and promoters to stage digital shows without requiring a dedicated space.
The startup aims to stage shows featuring both live musicians and digital performers, with the audience viewing a high-definition LED screen combined with extra lighting, sound, and props to create the illusion of a fully human performance.
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