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CultureQuiet 3d · day 4

UK startup Unit1 raises $20m to build AI avatars of musicians for concerts

Former Lloyd Webber executive Barney Wragg secures funding to recreate classic gigs, including dead artists, as digital avatars.

newest coverage 3d agosummary written 3d ago5 pieces NewswiresMastodon

What to know

  • Unit1, founded by former Lloyd Webber entertainment chief Barney Wragg, raised near-£15m ($20m) from investors including Balderton Capital.
  • The startup aims to offer a cheaper alternative to Abba Voyage-style shows, using digital avatars for both living artists who no longer tour and deceased musicians.
  • Technology has been piloted with KT Tunstall via motion capture to recreate a past TV performance.
  • Digital resurrection of dead musicians remains controversial, with some fans previously criticizing a similar plan for Ozzy Osbourne as disrespectful.

“dealing with family members of estates to create something which is well documented and understood – extremely well-known concerts or live recordings. We are mindful that you do not want to be distasteful.”

Barney Wragg, Founder, Unit1 · The Guardian ↗ · Sep 19

Barney Wragg Founder and CEO of Unit1KT Tunstall Musician who piloted the technologyDaniel Waterhouse Balderton Capital partner

UK startup Unit1 raises $20m to build AI avatars of musicians for concerts
theguardian.com

How it unfolded 1 development · click the chart to see its coverage articles

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Sep 21Sep 22yesterdaynow · 8:50 AM ET
  1. 1

    Company outlines plans for licensing and estate deals

    Unit1 says it will invest the new funds into R&D and into securing intellectual property and licensing agreements with artists and their estates, while remaining tight-lipped on which acts it is in talks with.

    “For the audience member in the room it is seamless between the digital and the physical room, immersing them.”
    — Barney Wragg, Founder, Unit1 · source
  2. background

    Unit1 details pilot with KT Tunstall using motion capture — The Guardian reports Unit1 tested its avatar technology by filming Scottish singer KT Tunstall with motion capture cameras in London to recreate a two-decade-old Later... with Jools Holland performance, updating her avatar to her current appearance.

  3. background

    Unit1 secures $20m funding for digital avatar concerts — Barney Wragg's startup Unit1, founded last year, raised near-£15m ($20m) from investors including Balderton Capital partner Daniel Waterhouse to develop technology for staging concerts using digital avatars of musicians.

Also covered reported alongside — the timeline has no entry for these yet

  1. 2 outlets UK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatars

    first by Guardian Tech, 3d ago · also Guardian

    1 more headline