Leading Entertainment Execs Launch Unit1 Studio, The World's First Independent Avatar Concert Producer

22 October 2025 - Press release

 

• Headed by Barney Wragg (AEG, EMI, Really Useful Group, Universal)

• Breakthrough CGI and AI technologies deliver digital humans virtually indistinguishable from the artists themselves

• Unlocks potential for immersive avatar concerts through lower production costs and improved time-to-market

• Partnership with KT Tunstall ahead of upcoming re-issue of hit album ‘Eye To The Telescope’ – out 31st October

 

Unit1 Studio, the first independent, end-to-end producer of avatar concerts, has launched with a mission to transport fans to legendary performances from artists they love.

The new venture has pioneered new developments in VFX and AI-enhanced CGI that allow it to create avatars of human artists with an unprecedented level of realism – all at a fraction of the time and cost of previous productions. Unit1 brings together the skills and disciplines required to conceive, stage and operate major immersive virtual events, giving audiences the opportunity to re-experience historic live performances.

The immersive entertainment industry is forecast to reach $442 billion by 2030, driven by consumer appetite for live music experiences and the growing adoption of new forms of live entertainment. To reach this potential, the industry must simultaneously meet audience demand for superior quality experiences while addressing the staggering production costs so far associated with immersive events.

Unit1 will partner with concert promoters and venue owners to present and host avatar concerts, following a business model similar to a Broadway or West End producer. Reduced production costs enable the company to finance productions and pay higher royalties to artists and catalogue owners without needing to acquire a share of ownership in recording or publishing rights. The company’s combination of industry relationships and technological breakthroughs will help make avatar concerts a reality for a wide range of artists, opening revenue streams across the industry.

As the first demonstration of its hyper-realistic avatar and production capabilities, Unit1 is collaborating with Grammy-nominated singer-songwriter KT Tunstall. Industry guests will be invited to watch KT’s avatar perform an immersive live set over the coming weeks, celebrating the 20th anniversary reissue of her breakthrough album, Eye To The Telescope (released by BMG and Virgin on 31st October).

For the KT Tunstall showcase, Unit1 is partnering with industry leaders including Woodroffe Bassett Lighting Design (Elton John, The Rolling Stones), Roe Visual (Adele, ABBA Voyage) and Brompton Technology (ABBA Voyage, Adele, Ed Sheeran, Metallica).

Unit1 Studio is led by CEO Barney Wragg (former CEO of Andrew Lloyd Webber’s Really Useful Group; recently renamed LW Entertainment, who has previously held senior digital roles at AEG, EMI and Universal Music Group), alongside Creative Director Jonathan Butterell (best known for West End musical and BAFTA-nominated film Everyone’s Talking About Jamie), and Technical Director Pavle Mihajlovic (co-founder of video game studios Electric Saint and Flavourworks).

Unit1's investors include Mercuri, a VC fund investing in start ups at the intersection of media, entertainment and technology, The Taylor Brothers, and long-time artist manager and producer Paul McGuinness. John Kennedy, former CEO/Chairman of Universal Music UK and IFPI, sits on the company’s Board of Directors.

Barney Wragg said: “There are so many concerts I wish I could have seen but never had the opportunity to experience live. 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.”

KT Tunstall added: “There are seminal Live performances that we all wish we could have seen in person, Artists we dearly miss, songs we deeply connect with. This amazing new technology offers the chance to expand our connection and excitement around these iconic performances with much more intensity, which in turn reminds us all to keep raising our creative bar, as well as offering new artists an unknown Universe of creative opportunities”

Jonathan Butterell commented: “At Unit1 we support artists and their long trusted creative teams to step fully into a world full of new potential. We are creating the space and platforms for the artists and their teams to work with us to create thrilling concert experiences that harness these new technologies and make lasting memories for fans both new and old.”