The British company Unit1, founded by Barney Wragg, wants to replay concerts with digital doubles of living or deceased artists, at a lower cost than Abba Voyage.
Unit1, a British music technology company, announced on September 20, 2026 that it had raised nearly £15 million, or about $20 million, led by Balderton Capital. Its founder, Barney Wragg, headed Andrew Lloyd Webber's entertainment division for five years from the end of 2011.
The project consists of putting on shows carried by avatars described as hyperrealistic: either artists who are still alive but no longer touring, or the reconstitution of performances by deceased musicians. Scottish singer KT Tunstall served as a test case: filmed in motion capture in a London studio, she replayed a twenty-year-old performance given on the show Later... with Jools Holland, her avatar being then aged to match her current features.
The commercial argument is that of cost. Abba Voyage requires a custom-built venue; Unit1 intends to offer artists, venues, rights holders and producers a transportable formula, without a dedicated location. There remains the question of image and voice rights, which this type of show places at the centre of the negotiation rather than on the margins.
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