A UK-based music technology startup called Unit1 has raised nearly £15 million to develop a system that recreates classic concerts using digital avatars of musicians. The company was founded by Barney Wragg, who previously worked as an executive at Andrew Lloyd Webber’s entertainment group, managing productions such as Cats and Evita from 2011 to 2016. The investment includes $20 million from a group of investors, with Balderton Capital—known for backing companies like Spotify—playing a key role through its partner Daniel Waterhouse. Unit1’s goal is to stage concerts featuring highly realistic digital avatars of living artists who are no longer touring, as well as performances by deceased musicians. For the latter, the company plans to blend archive footage with actors and musicians who closely resemble the original artists in appearance or musical style. This approach aims to recreate the essence of past performances while respecting the legacy of the artists involved. The technology has already been tested with KT Tunstall, a Scottish singer-songwriter who previously worked with Wragg at EMI. Tunstall was filmed in a London studio using motion capture cameras to recreate a performance from 20 years ago on the show Later… with Jools Holland. The digital avatar was updated to reflect her current appearance, demonstrating how the technology can bring past performances into the present. This concept is not entirely new—similar ideas were explored with the 2012 hologram of the late rapper Tupac Shakur at Coachella and the 2022 Abba Voyage concert, which used avatars of the Swedish pop group. Unit1 aims to offer a more affordable alternative, enabling artists, venues, and rights holders to host digital concerts without needing a physical space. This could allow performances to be broadcast simultaneously in multiple countries. The company plans to use the new investment for research and development, securing patents and licensing deals with artists and their estates. Unit1’s vision includes live musicians performing on stage alongside digital avatars, with audiences viewing a high-definition LED screen combined with lighting, sound, and props to create the illusion of a fully human performance. Wragg emphasized that the experience should feel seamless, blending digital and physical elements into an immersive show. However, the idea of digitally resurrecting deceased musicians has sparked mixed reactions. Some fans have raised concerns, as seen when a recent proposal to create an AI-powered avatar of Ozzy Osbourne was criticized as disrespectful. Wragg acknowledged these concerns and said the company is working closely with families and estates to ensure performances are well-documented and respectful. While he hasn’t specified which concerts Unit1 might recreate, he has previously expressed interest in performances by Queen at Live Aid, the Beatles at the Cavern Club, and Jimi Hendrix at Woodstock. The funding round also included contributions from existing investors such as Mercuri and Paul McGuinness, the Irish music executive who managed U2 for decades. Balderton Capital, which has also supported music rights firm Kobalt and fintech company Revolut, joins a growing list of investors backing the future of digital music experiences.