Unit 1 hopes to offer cheaper version of shows such as Abba Voyage, showcasing living and dead artists in any venue The former chief executive of Andrew Lloyd Webber’s entertainment group has obtained a near-£15 m investment for his UK music tech startup that hopes to recreate classic concerts by manifesting musicians as digital avatars.
Unit 1 was set up last year by Barney Wragg, an entertainment executive who ran Lord Lloyd-Webber’s Cats-to-Evita empire for five years from late 2011. It has secured the $20 m in funding from a group of investors, including tech backer Balderton Capital through its partner Daniel Waterhouse, who made early investments in Spotify.
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