Executive Turntable: Avatar Concert Startup Staffs Up, Plus Spinnin’ Expats Become Fluent

Unit1 Studio has entered the scene as an independent producer of avatar concerts, backed by a roster of seasoned industry figures. The company is betting on advances in visual effects and AI-driven CGI to deliver hyper-realistic artist avatars more quickly and affordably, reimagining iconic live performances for modern audiences while addressing the high production costs that have long handcuffed immersive entertainment.

The startup is led by CEO Barney Wragg, a digital leader with impactful stops at Andrew Lloyd Webber’s Really Useful Group, Universal Music, EMI and AEG, along with creative director Jonathan Butterell and technical director Pavle Mihajlovic (Electric Saint and Flavourworks). Backed by influential investors Mercuri VC, The Taylor Brothers and longtime U2 manager Paul McGuinness, with John Kennedy (former Universal Music UK CEO) on its board, Unit1 aims to unlock new revenue streams for artists and rights holders.

Its debut project features Grammy-nominated singer-songwriter KT Tunstall ahead of the upcoming re-issue of her hit debut studio album Eye To The Telescope. For the Tunstall showcase, Unit1 is teaming up with several industry innovators, including Woodroffe Bassett Design (Elton John), Roe Visual (ABBA Voyage), and Brompton Technology (Adele, Metallica).

“There are so many concerts I wish I could have seen but never had the opportunity to experience live,” said Wragg. “Elton at the Troubador, Queen at Live Aid, Hendrix at Woodstock or The Beatles at The Cavern. We are raising the bar in avatar and stage technology to be able to immerse audiences in the embodiment of those moments and transport fans into a world with the artists they love. Critically, we can now do this at a price point that makes commercial sense for the industry. Our goal is to wow audiences, stay true to the artist and their music, and help realise the immense potential in this new form of entertainment.” 

Check out a full rundown of this week’s staffing news below.