British startup invests $20 million to create shows featuring digital avatars of living and deceased artists

UK-based startup Unit1 aims to popularize a new form of entertainment: live performances that use hyper-realistic digital avatars to bring both active and deceased musicians back to the stage. The concept follows the success of ABBA Voyage but seeks a more portable and accessible structure for traditional concert venues.

Inspired by ABBA Voyage

Launched in May 2022 in East London, ABBA Voyage features digital versions of ABBA members as they appeared in 1979, accompanied by a live band. The show takes place in a purpose-built arena with a capacity of 3,000 people and nearly 300 speakers.

Unit1 and its business model

Unit1 was founded last year by Barney Wragg, a former executive of Andrew Lloyd Webber’s entertainment group, which produced musicals such as Cats and Evita. The company raised approximately $20 million in investment, with participation from asset manager Balderton Capital, represented by partner Daniel Waterhouse, one of Spotify’s earliest investors.

How the technology works

The startup’s proposal has two components. The first is to bring living artists who have stopped touring to the stage as avatars. The second, more complex, involves recreating deceased musicians by combining archival footage with hired actors and instrumentalists who resemble the original artist. Scottish singer KT Tunstall has already recorded a pilot project with the company in a London studio.

Differences from ABBA Voyage

While ABBA Voyage relies on a fixed structure, Unit1 plans to use high-definition LED panels, lighting, scenery, and live musicians in conventional venues, allowing the same show to tour multiple countries simultaneously. The investment raised will be used for research and development, as well as negotiations for rights with artists and their heirs.

Controversies and ethical issues

The idea of “digitally resurrecting” artists divides fans, heirs, and the industry. In 2023, a Volkswagen commercial in Brazil used artificial intelligence to recreate singer Elis Regina, who died in 1982, singing alongside her daughter Maria Rita. The campaign received both praise and criticism and was analyzed by Conar, the self-regulatory advertising body, which questioned whether the artist would have authorized the use.

Unit1 believes that contracts with heirs and the presence of real musicians on stage will be enough to overcome these objections. The biggest challenge will be convincing the public to pay for tickets to watch a live performance by someone who is not physically present.

Outlook for the future

In 2024, ABBA Voyage sold 1.06 million tickets across 374 performances, with an average occupancy rate above 90%. The company responsible for the show generated revenue of £104.3 million, with pre-tax profit of £4.2 million, down from £6.1 million the previous year. The season, initially scheduled to run until 2026, has been extended until February 2027, demonstrating the demand for this type of experience.

Frequently Asked Questions

• What is Unit1 and what is its purpose? A British startup that develops shows featuring hyper-realistic digital avatars of musicians, both living ones who no longer tour and deceased ones, using AI, video archives, and real instrumentalists.
• What is ABBA Voyage? A show launched in London in 2022 that features digital versions of ABBA members as they appeared in 1979, with live musicians and a dedicated structure.
• How does Unit1 plan to recreate deceased artists? By combining archival footage, digital technology, and hired artists who reproduce the appearance and musical performance of the original artist, after negotiating rights with the heirs.
• What is the difference between Unit1’s shows and ABBA Voyage? ABBA Voyage requires an exclusive arena, while Unit1 seeks a mobile format that can be set up in regular concert venues, using LED screens and lighting.
• How much money has Unit1 raised to develop avatar shows? Approximately $20 million, with investors such as Balderton Capital and Daniel Waterhouse, one of Spotify’s earliest investors.
• How much money does ABBA Voyage generate? In 2024, 1.06 million tickets were sold, generating £104.3 million in revenue.
• Why do shows featuring digital artists generate controversy? They involve issues of authorization, image and voice rights, as well as acceptance by heirs and the public of the representation of deceased artists.
• What was the case of Elis Regina with artificial intelligence in Brazil? A Volkswagen commercial in 2023 digitally recreated Elis Regina singing alongside Maria Rita, which sparked debates about consent and was analyzed by Conar.