UK music technology startup Unit1 has raised £15 million to develop a new generation of digital live performances, combining digital avatars with live musicians, high-definition LED screens, lighting and physical stage production. The company is targeting a growing intersection between music, entertainment technology and intellectual property, with an ambition to recreate performances involving artists who are no longer able to tour. Follow every UK startup funding story at BestStartup UK
What Is Unit1 and What Does It Build
Unit1 is the world’s first independent, end-to-end producer of avatar concerts. Founded by Barney Wragg — former CEO of Andrew Lloyd Webber’s Really Useful Group — the London-based company uses advanced VFX and AI-enhanced CGI to create hyper-realistic digital avatars of human artists at a fraction of the time and cost of previous productions.
Its technology is designed to place digital representations of performers within a live stage environment, allowing audiences to see a virtual artist performing alongside real musicians and other production elements. Unit1 partners with concert promoters and venue owners to present and host avatar concerts, following a business model similar to a Broadway or West End producer. Reduced production costs enable the company to pay higher royalties to artists and catalogue owners without acquiring ownership of recording or publishing rights. Read more UK music technology and startup stories at BestStartup UK — https://beststartup.co.uk/
KT Tunstall Has Already Tested the Technology
Scottish musician KT Tunstall has filmed a pilot project with Unit1, celebrating the 20th anniversary reissue of her breakthrough album Eye To The Telescope. Industry guests watched KT’s avatar perform an immersive live set at Brompton Technology’s facilities in West London.
For the showcase, Unit1 partnered with industry leaders including Woodroffe Bassett Lighting Design (Elton John, The Rolling Stones), Roe Visual (Adele, ABBA Voyage) and Brompton Technology (ABBA Voyage, Adele, Ed Sheeran, Metallica). The result combined pinpoint precision and accurate colour matching to create a realistic avatar within a complete live production environment. Follow UK music technology and startup news at BestStartup UK — https://beststartup.co.uk/
The Investors Backing Unit1
Unit1 is backed by Mercuri VC, The Taylor Brothers and Paul McGuinness — longtime manager of U2. John Kennedy, former CEO of Universal Music UK, sits on the board. The leadership team includes creative director Jonathan Butterell, best known for West End musical and BAFTA-nominated film Everyone’s Talking About Jamie, and technical director Pavle Mihajlovic, co-founder of video game studios Electric Saint and Flavourworks.
The immersive entertainment industry is forecast to reach $442 billion by 2030, driven by consumer appetite for live music and the growing adoption of new forms of entertainment. Unit1’s investor roster signals that serious capital is now flowing into avatar concert technology as the category moves from experimental to commercial. Read every UK startup funding story at BestStartup UK — https://beststartup.co.uk/
How Unit1 Is Different From a Hologram Concert
ABBA Voyage has demonstrated how digital representations can become part of a ticketed live entertainment experience at scale. Unit1 is developing its own interpretation of this model — one that can work for a much broader range of artists at significantly lower cost. Its productions combine digital avatars, high-definition LED displays, live musicians, lighting and physical stage elements. The goal is a production that functions as a live event rather than simply showing audiences a recorded performance.
The Challenge of Recreating Deceased Musicians
Digitally recreating a deceased musician raises questions about consent, artistic intent and who has authority to approve a performance. In 2018 a hologram tour featuring Amy Winehouse was announced before being postponed, with producers citing sensitivities surrounding the production. Unit1 is using part of its £15 million to pursue licensing agreements with artists and their estates to address these complexities. Also read: Nexeon raises £100M from the National Wealth Fund and Xapien raises $56M Series B for AI due diligence on BestStartup UK — https://beststartup.co.uk/
What the £15 Million Will Fund
Unit1 plans to use its £15 million for research and development, intellectual property acquisition, and licensing agreements with artists and their estates. R&D improves avatar quality. IP acquisition expands the artist catalogue Unit1 can work with. Licensing establishes the legal framework for bringing artists into future productions.
Key Takeaways
Unit1 raised £15 million for digital avatar live concert technology. Founded by Barney Wragg, former CEO of Andrew Lloyd Webber’s Really Useful Group. Backed by Mercuri VC, Paul McGuinness and John Kennedy. KT Tunstall filmed a pilot project. Partners include Roe Visual, Brompton Technology and Woodroffe Bassett. Technology combines digital avatars, AI CGI, LED screens, live musicians and stage production. Immersive entertainment forecast at $442 billion by 2030. Funds support R&D, IP acquisition and artist estate licensing.
Frequently Asked Questions
What is Unit1 and what does it do?
Unit1 is a UK music technology startup and the world’s first independent end-to-end producer of avatar concerts. It uses advanced VFX and AI-enhanced CGI to create hyper-realistic digital avatars of artists for live concert experiences, combining digital performers with live musicians, LED screens, lighting and physical stage production.
How much has Unit1 raised?
Unit1 has raised £15 million. The funding supports research and development, intellectual property acquisition, and licensing agreements with artists and their estates.
Who founded Unit1?
Unit1 was founded by Barney Wragg, former CEO of Andrew Lloyd Webber’s Really Useful Group, who has also held senior roles at AEG, EMI and Universal Music Group.
Who invested in Unit1?
Unit1 is backed by Mercuri VC, The Taylor Brothers and Paul McGuinness, the longtime manager of U2. John Kennedy, former CEO of Universal Music UK, serves on the board.
How is Unit1 different from a hologram concert?
Unit1’s format combines digital avatars with live musicians, AI-enhanced CGI, high-definition LED screens, lighting and physical stage elements. It is a complete live production rather than simply projecting a virtual image, making it closer to a Broadway production model than a conventional hologram show.
Which artist has worked with Unit1?
Grammy-nominated Scottish musician KT Tunstall filmed a pilot project with Unit1, performing as a digital avatar at Brompton Technology’s facilities in West London.
Where can I follow UK startup funding news?
Follow every UK startup funding round and company story at BestStartup UK updated every week.
