Key facts
- UK music tech startup Unit1 has raised $20 million in funding.
- The company aims to create digital avatars of musicians for live concerts.
- Founder Barney Wragg previously ran Andrew Lloyd Webber's entertainment group.
- The funding will be used for R&D, IP, and licensing deals.
- Unit1's concept is similar to ABBA Voyage but aims to be more affordable.
- Some fans have expressed unease about digitally resurrecting deceased musicians.
Unit1, a UK-based music technology startup, has secured $20 million (approximately £15 million) in investment to develop hyper-realistic digital avatars of musicians. The company, founded by Barney Wragg, who previously led Andrew Lloyd Webber's entertainment group for five years, aims to recreate classic concerts and stage new performances featuring digital versions of artists.
The funding round was led by Balderton Capital, with participation from existing investors like venture capital firm Mercuri and music executive Paul McGuinness. Unit1 plans to use the investment for research and development, securing intellectual property, and establishing licensing deals with artists and their estates.
The startup's technology involves using motion capture cameras and archive footage to create digital avatars. For living artists, it can update their current appearance to match past performances. For deceased musicians, it plans to use archive material combined with actors and musicians who resemble the original star. Unit1 has already tested its technology with KT Tunstall, recreating a past performance.
Unit1's ambition is to offer a more accessible alternative to experiences like ABBA Voyage, the successful virtual concert featuring avatars of the Swedish pop group. The company envisions shows where real musicians perform live on stage alongside digital avatars, viewed by audiences on high-definition LED screens, creating an immersive experience.
However, the concept of digitally resurrecting deceased musicians has drawn criticism from some fans, who have called such plans disrespectful. Wragg stated that Unit1 is mindful of avoiding distasteful representations and works closely with family members and estates to document and understand well-known concerts.