UK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatars
Unit1 hopes to offer lower cost 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…
A UK music technology startup, Unit1, has secured $20 million in funding to create virtual concerts featuring digital avatars of musicians. Former CEO of Andrew Lloyd Webber's entertainment group, Barney Wragg, launched the company last year and aims to offer a more affordable version of experiences like Abba Voyage. The funding comes from investors such as Balderton Capital, Mercuri, and Paul McGuinness.
Unit1 plans to stage concerts with avatars of both living and deceased artists, using a mix of archive footage, actors, and musicians to create realistic representations. The technology has been tested with KT Tunstall, who worked with Wragg during her time at EMI. Unit1 hopes to provide artists, venues, rights holders, and promoters with an option to produce digital shows without requiring a dedicated space, allowing the experience to tour concurrently in multiple countries.
The startup aims to combine high-definition LED screens with live performances, making the audience feel immersed in a seamless blend of digital and physical elements. Wragg emphasized the importance of respecting fans' sentiments and working closely with families and estates to create well-acknowledged and tasteful content.
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