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UK Startup Revives Classic Concerts with AI Avatars
20 Sep
Summary
- Startup Unit1 aims to recreate concerts using digital avatars of artists.
- It offers a cheaper alternative to experiences like Abba Voyage.
- The technology can bring back both living and deceased artists to perform.
A UK music tech startup, Unit1, has successfully raised nearly £15 million to develop concerts featuring digital avatars of artists. The company, established by Barney Wragg, formerly of Andrew Lloyd Webber's entertainment group, aims to provide a less expensive alternative to popular virtual concert experiences like Abba Voyage.
Unit1 intends to create hyper-realistic digital avatars for performances. This includes living artists who have retired from touring and deceased musicians. For departed stars, the technology will combine archive footage with performances by actors and musicians who resemble them.
The company has already piloted its technology with Scottish singer-songwriter KT Tunstall, recreating a past performance using motion capture. Unit1's vision involves live musicians performing alongside digital avatars on stage, with audiences viewing the show on high-definition LED screens, creating an immersive illusion.
While the concept has faced some unease regarding the digital resurrection of deceased artists, Unit1 emphasizes working closely with estates and focusing on well-documented historical performances. The fresh investment will be used for research, development, and securing intellectual property and licensing deals. The business aims to allow shows to tour internationally, potentially appearing in multiple countries simultaneously.
