A new UK music technology startup is aiming to revolutionize live performances by using digital avatars to recreate classic concerts, including shows like Abba Voyage, in any venue. The company, founded by a former top executive at Andrew Lloyd Webber’s entertainment group, has raised nearly $20 million in funding from investors, including early Spotify backers. With plans to offer a more affordable version of these immersive productions, the venture could reshape how audiences experience iconic music acts—both living and deceased. The technology may soon bring legendary performances to smaller stages without the need for physical artists.
Unit1 hopes to offer lower cost version of shows such as Abba Voyage, showcasing living and dead artists in any venueThe 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 entertainment executive who ran Lord Lloyd-Webber’s Cats-to-Evita empire for five years from late 2011. It has secured the $20m in funding from a group of investors, including tech backer Balderton Capital through its partner Daniel Waterhouse, who made early investments in Spotify. Continue reading...
