Digital avatars bring deceased musicians back to the stage, prompting questions about who benefits
Advances in digital technology are enabling increasingly realistic musical avatars, including performances associated with artists such as Tupac, ABBA and Maria Callas. Unit1 Studio says it plans to expand avatar entertainment involving living and deceased musicians after reporting a major investment, while critics question whether these productions can replace the experience of live human performers.
Advances in digital technology are making musical avatars increasingly realistic. Existing entertainment projects have included avatars associated with Tupac, ABBA and Maria Callas.
Unit1 Studio CEO Barney Wragg said the company was discussing techniques designed to simulate details including tears evaporating between blinks and changes in skin colour caused by blood flow. The company reported a major investment last week.
Unit1 plans to develop avatars of living and deceased musicians. The expansion would build on productions such as ABBA Voyage and contribute to a wider market for hybrid concerts involving digital performers.
The technology presents a two-dimensional visual illusion, according to the supplied source. The development has also prompted debate over whether digital performances can replace live experiences involving human musicians.
THE QUESTIONS THIS EVENT LEAVES BEHIND
Who controls the rights to performances created from the likenesses of deceased musicians?
How should audiences distinguish between an archival performance and a newly generated digital one?
What share of the revenue from avatar concerts reaches artists, estates, or other rights holders?
Would wider use of digital performers reduce opportunities for living musicians?
What conditions should govern the use of artificial intelligence to recreate a performer’s appearance or voice?
YOUR QUESTION
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GLOBAL CURIOSITY MAP · AUGUST 2026