UK startup Unit1 raises $20M to create 'hyper-realistic' digital avatar concerts

Funding Secured for Digital Concerts

Unit1, a UK music technology startup founded by former Andrew Lloyd Webber executive Barney Wragg, has raised $20 million (nearly £15 million) in investment. Balderton Capital, an early investor in Spotify, is among the backers. The funding will support research and development, intellectual property acquisition, and licensing deals with artists and estates.

Recreating Performances with Avatars

The company plans to use 'hyper-realistic' digital avatars to stage concerts featuring living artists who no longer tour, and to recreate performances by deceased musicians. For deceased artists, avatars will be developed using archive footage combined with actors and musicians who resemble or play like the original artist.

Technology Pilot with KT Tunstall

Unit1 tested its technology with Scottish singer-songwriter KT Tunstall. During the pilot, Tunstall was filmed in a London studio using motion capture cameras to recreate a two-decade-old performance. The avatar technology updated her features to her current appearance.

Market Context and Innovation

The music industry has previously explored avatar concepts, such as the 2012 Tupac Shakur hologram at Coachella and the successful 2022 Abba Voyage virtual concert. Unit1 aims to provide a more cost-effective solution than Abba Voyage, allowing artists, venues, and promoters to host digital shows without needing a dedicated physical space. This setup could also enable simultaneous touring in multiple countries.

Concert Experience

Unit1's shows will feature real musicians playing live instruments on stage alongside digital performers. Audiences will view the performance on a high-definition LED screen, augmented with additional lights, sound, and props to create the illusion of a fully human performance.