Unit1 Secures $20 Million to Create Digital Musician Avatars

Unit1, a UK-based music technology startup, has secured $20 million in funding to develop hyper-realistic digital avatars of musicians. The investment round included contributions from Balderton Capital, Mercuri, and music executive Paul McGuinness.

Founded by former entertainment executive Barney Wragg, the company aims to recreate classic concerts by manifesting digital versions of deceased artists using archive footage and actors, or by featuring living artists who no longer tour. The startup has already piloted this technology with singer-songwriter KT Tunstall.

Unlike the Abba Voyage experience, Unit1 intends to implement a lower-cost model that removes the need for a dedicated venue, which would allow digital shows to tour multiple countries simultaneously. The company will use the new capital for research and development and to secure intellectual property and licensing agreements with artists and their estates.