Unit1 raises funding to scale digital avatar concert technology

Unit1, a London-based music technology startup, has secured significant funding to scale its mixed-reality avatar concert productions. Reports indicate the company has raised between £15 million and £20 million to expand its technology and roster.

Founded by Barney Wragg, the company utilizes advanced visual effects, AI-enhanced CGI, and high-definition LED screens to create hyper-realistic digital avatars. These avatars are designed to perform alongside live musicians in a physical stage environment. The technology aims to make avatar-based live experiences more economical and easier to relocate between venues compared to existing high-cost productions.

The funding round included participation from Balderton Capital, Saul Klein, Mercuri, Gilston Music, and artist manager Paul McGuinness. Unit1 intends to use the capital to reduce the complexity of developing and moving shows, targeting both new and established audiences by expanding access to performances from artists who may no longer be able to tour.