A UK-based music technology startup has secured $20 million in funding to develop digital avatars capable of recreating classic live concerts. Founded last year by Barney Wragg, a former chief executive with Andrew Lloyd Webber’s entertainment group, the company, Unit1, aims to blend live performances with highly realistic virtual representations of musicians, both living and deceased.
Unit1’s technology uses a combination of motion capture, archival footage, and performances by lookalike actors and musicians to produce “hyper-realistic” digital avatars. Wragg described the experience as immersive, allowing audiences to feel as though they are transported back to a specific time and place. The company plans to present concerts featuring real musicians on stage performing alongside these digital avatars, with high-definition LED screens, lighting, sound, and stage props creating a seamless integration of physical and virtual elements.
The startup has tested its technology with Scottish singer-songwriter KT Tunstall, who was filmed in a London studio replicating a performance from roughly 20 years ago. Unit1 digitally updated her appearance to match her current look, demonstrating how their system can refresh archival performances for modern audiences.
Unit1’s funding round was led by Balderton Capital, with participation from existing investors including Mercuria and Paul McGuinness, the longtime manager of U2. Balderton’s partner Daniel Waterhouse, known for early investments in Spotify, also joined the round.
The company intends to use the new capital primarily for research and development, as well as securing licensing agreements and intellectual property rights with artists and estates. While the technology evokes comparisons to earlier ventures such as Tupac Shakur’s 2012 hologram at Coachella and the ongoing Abba Voyage concert series, Unit1 aims to offer a more accessible and mobile experience. Their approach could enable digital shows to tour multiple international locations simultaneously without the requirement of dedicated venues.
Despite the enthusiasm around the technology, some fans have expressed concern about the ethical implications of digitally resurrecting deceased musicians. Earlier this year, proposals to create an AI-driven avatar of the late Ozzy Osbourne faced backlash for perceived disrespect. Wragg emphasized that Unit1 works closely with family members and estates to ensure that recreated performances respect the legacy of the artists and are based on well-documented and widely recognized concerts or recordings.
Although Wragg declined to reveal specific projects, he has expressed admiration for iconic performances such as Queen at Live Aid, the Beatles at the Cavern Club, and Jimi Hendrix at Woodstock, indicating the kind of events the company might eventually explore.