Unit1 raises $20m to stage touring concerts with digital artists
UK music technology startup Unit1 has raised $20m to create concerts featuring hyper-realistic digital avatars of living artists who no longer tour and deceased performers. The company aims to provide a cheaper, more flexible alternative to productions such as Abba Voyage, without requiring a permanent venue, potentially allowing shows to tour or run in multiple countries simultaneously.
Founded by former Andrew Lloyd Webber entertainment chief executive Barney Wragg, Unit1 will use archive footage, motion capture, actors and musicians to recreate performances, with live instrumentalists appearing alongside digital artists. Its technology has been tested with KT Tunstall, while the company plans to spend the new funding on research, intellectual property and licensing deals; however, the project faces ethical concerns over digitally recreating deceased musicians and must secure approval from their estates.
- Unit1 raised $20m to recreate concerts using digital musician avatars.
- Its shows could be cheaper and more portable than Abba Voyage.
- Digital resurrections of deceased artists raise ethical concerns.
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Originally published by The Guardian as “UK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatars”.