UK startup secures $20 million to develop digital concert experiences

The Guardian · September 20, 2026Original source ↗

What happened

The UK music tech startup Unit1 has obtained $20 million in funding to create digital avatars for concerts. The company, founded by former entertainment executive Barney Wragg, aims to reproduce classic performances featuring both living and deceased artists.

Why it matters

This development could impact how audiences experience live music events and expand access to concerts.

How this story affects people

How does this story affect you if you are a concertgoer?

This development could change how you experience live music events, allowing access to performances by both living and deceased artists in a digital format. It may also lead to lower-cost options for attending concerts, making it easier for you to enjoy iconic shows.

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