London-based Unit1 Studio has raised €23.3 million to scale its avatar concert technology. The company aims to move beyond the single-venue model exemplified by ABBA Voyage, enabling artists to perform in multiple locations simultaneously.
The startup recently relocated its KT Tunstall avatar demo from a testing facility in Gunnersbury to a new permanent studio at Tileyard London. The team completed this move in four days, demonstrating a significant reduction in the time and costs typically associated with avatar production.
Led by CEO Barney Wragg, a veteran of Universal Music Group and AEG, the company is building a team of industry experts. Creative Director Jonathan Butterell and Technical Director Pavle Mihajlovic are joined by avatar creators Greg Meeres Young and Sefki Ibrahim, who previously worked on ABBA Voyage.
John Kennedy, former Chairman and CEO of Universal Music UK, has joined the board as a non-executive director. The new funding will support the development of a growing roster of concerts, though specific artist names remain undisclosed until ticket sales begin.
Unit1 Studio intends to adapt its productions similarly to touring theatre shows, targeting a development cost recovery period of twelve months. The company plans to use its technology to make high-quality avatar performances a commercial reality for artists worldwide.
