A UK music tech startup, Unit1, has secured $20m (nearly £15m) in investment to develop concerts featuring "hyper-realistic" digital avatars of musicians. The company, founded last year by Barney Wragg, a former chief executive of Andrew Lloyd Webber’s entertainment group, aims to recreate classic performances by both living artists who no longer tour and deceased musicians.
The funding round included tech backer Balderton Capital, through partner Daniel Waterhouse, who previously invested in Spotify. Other investors included venture capital firm Mercuri and Irish music executive Paul McGuinness.
Unit1 plans to stage shows where real musicians play live alongside digital performers on a high-definition LED screen, combined with lights, sound, and props to create an immersive experience. The technology has been piloted with Scottish singer-songwriter KT Tunstall, who was filmed using motion capture to recreate a past performance, updating her features to her current appearance.
The company hopes to offer a more accessible version of experiences like Abba Voyage, allowing digital shows without the need for a dedicated venue. The fresh funds will be invested in research and development, as well as securing intellectual property and licensing deals with artists and their estates.