UK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatars
Summary
A UK startup called Unit1 has raised about $20 million to create digital shows using very realistic digital versions of musicians. These "avatars" can be used to bring back artists who no longer tour or have passed away by mixing old footage with new actor performances.Key Facts
- Unit1 was founded last year by Barney Wragg, a former leader at Andrew Lloyd Webber’s entertainment group.
- The startup raised $20 million from investors including Balderton Capital, known for early backing of Spotify.
- They plan to produce concerts featuring digital avatars of living and deceased musicians.
- Avatars for deceased artists are created by combining old footage and actors/musicians who resemble or sound like the original stars.
- They tested their technology with musician KT Tunstall, who re-created an old performance using motion capture.
- Unit1 aims to offer a more affordable alternative to shows like the avatar concert Abba Voyage, with potential for simultaneous tours in multiple countries.
- The company will use the funds for research, development, and securing rights from artists or their estates.
- Some fans have concerns about digitally bringing back dead musicians, but Unit1 works closely with families to ensure respectful use.
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