📰 What Happened
A UK startup called Unit1 has raised about $20m to recreate concerts using digital avatars of musicians. It wants to stage shows with living artists who no longer tour. It also plans to rebuild performances by artists who have died. Archive footage would be mixed with actors and musicians who look or play like the star. The company tested the technology with Scottish singer KT Tunstall, who was filmed in a London studio.
🔍 The Backstory
Unit1 was started last year by Barney Wragg, who ran Andrew Lloyd Webber's entertainment group for five years. Backers include Balderton Capital, an early investor in Spotify. The Abba Voyage show in London proved that avatar concerts can draw big crowds. Those shows cost a lot to build. Unit1 says it can offer a cheaper version that works in many kinds of venues.
🎯 Why It Matters
Fans could one day see shows by artists who have died or stopped touring. It also raises hard questions about who owns a performer's face and voice.

A UK startup called Unit1 has raised about $20m to recreate concerts using digital avatars of musicians. It wants to stage shows with living artists who no longer tour. It also plans to rebuild performances by artists who have died. Archive footage would be mixed with actors and musicians who look or play like the star. The company tested the technology with Scottish singer KT Tunstall, who was filmed in a London studio.

Unit1 was started last year by Barney Wragg, who ran Andrew Lloyd Webber's entertainment group for five years. Backers include Balderton Capital, an early investor in Spotify. The Abba Voyage show in London proved that avatar concerts can draw big crowds. Those shows cost a lot to build. Unit1 says it can offer a cheaper version that works in many kinds of venues.

Fans could one day see shows by artists who have died or stopped touring. It also raises hard questions about who owns a performer's face and voice.

📰 Source: News Source
theguardian.com ↗
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