Unit1, a music technology company founded by former entertainment executive Barney Wragg, has secured $20m in funding to develop and stage concerts featuring digital avatars of musicians. The investment round was led by Balderton Capital and included participation from venture capital firm Mercuri and music industry veteran Paul McGuinness.
The startup’s technology enables the creation of photorealistic digital performers that can recreate classic concert performances. For living artists who no longer tour, the company films performers using motion capture technology, as demonstrated in a pilot project with Scottish musician KT Tunstall. For deceased musicians, Unit1 plans to combine archive footage with performances by actors and musicians who resemble or can replicate the original artist’s style.
Unit1 aims to offer a more accessible alternative to existing virtual concert experiences. Rather than requiring dedicated venues like the Abba Voyage production in London, the company intends to provide shows that can be staged in standard concert halls and potentially tour simultaneously across multiple countries. Live musicians will perform on stage alongside the digital avatars, with audiences viewing the performers on high-definition LED screens enhanced by lighting, sound, and production design.
The concept builds on earlier industry experiments, including a 2012 hologram projection of the late rapper Tupac Shakur at Coachella festival. However, the resurrection of deceased performers through digital means has generated controversy, with some fans criticizing such projects as disrespectful. Wragg stated the company works closely with family members and estates to ensure recreations are based on well-documented, well-known performances.
The capital will be directed toward research and development, as well as securing intellectual property rights and licensing agreements with artists and their estates. Wragg has expressed interest in recreating several iconic performances from music history, though he declined to specify which concerts the company plans to recreate.
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