A British music technology company called Unit1 has raised approximately $20 million (nearly £15 million) to develop hyper-realistic digital avatars of musicians, allowing fans to experience simulated concerts featuring both living and deceased artists.
Barney Wragg, the startup’s founder, previously served as chief executive of Andrew Lloyd Webber’s entertainment division for five years, starting in late 2011. Under his leadership, the group oversaw productions ranging from Cats to Evita.
Unit1 plans to offer more affordable alternatives to high-profile virtual shows like Abba Voyage, where digital versions of performers perform in customizable venues. The investment round included backing from Balderton Capital, with partner Daniel Waterhouse contributing through his early-stage investment in Spotify.
Wait, so we’re paying for concerts with AI stand-ins? Where’s the authenticity in that?
Finally, affordable shows like Abba Voyage could be mainstream. My wallet thanks you, Unit1.
Another $20 million for virtual concerts? I’d rather support real artists than these digital clones.
Imagine seeing a holographic Adele. The tech is impressive, but does it capture the soul of a live performance?