UK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatars
Scottish musician KT Tunstall filmed a pilot for Unit1 in a London studio. Photograph: Unit1View image in fullscreenScottish musician KT Tunstall filmed a pilot for Unit1 in a London studio. In the latter case, it will develop the avatars through a mixture of archive footage and hiring actors and musicians who either look or play like the departed star, before blending the footage together.View image in fullscreenBarney Wragg, the founder of Unit1, ran Andrew Lloyd Webber’s empire for five years.
- ▪Scottish musician KT Tunstall filmed a pilot for Unit1 in a London studio.
- ▪Photograph: Unit1View image in fullscreenScottish musician KT Tunstall filmed a pilot for Unit1 in a London studio.
- ▪In the latter case, it will develop the avatars through a mixture of archive footage and hiring actors and musicians who either look or play like the departed star, before blending the footage together.View image in fullscreenBarney Wragg,
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| Original publisher | The Guardian — World |
| Canonical URL | https://www.theguardian.com/business/2026/sep/20/uk-startup-15m-investment-concerts-digital-versions-musicians |
| Publication time | Sun, 20 Sep 2026 13:00:16 GMT |
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Scottish musician KT Tunstall filmed a pilot for Unit1 in a London studio. Photograph: Unit1View image in fullscreenScottish musician KT Tunstall filmed a pilot for Unit1 in a London studio. Photograph: Unit1Music industryUK startup snares $20m to recreate gigs with ‘hyper-realistic’ digital avatarsUnit1 hopes to offer cheaper version of shows such as Abba Voyage, showcasing living and dead artists in any venueAlex LawsonSun 20 Sep 2026 09.00 EDTLast modified on Sun 20 Sep 2026 09.11 EDTSharePrefer the Guardian on GoogleThe former chief executive of Andrew Lloyd Webber’s entertainment group has obtained a near-£15m investment for his UK music tech startup that hopes to recreate classic concerts by manifesting musicians as digital avatars.Unit1 was set up last year by Barney Wragg, an…
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