Time travel tourism: Unit1’s vision on avatar concerts’ future

As more artists explore extending their legacy with avatar-based performances, independent show producer Unit1 Studio’s Barney Wragg has unpacked the business model, ethical guardrails, and touring hurdles in an in-depth conversation with IQ.

The CEO says the goal is simple: give fans the chance to experience artists they could never otherwise see live. Wragg founded the London-based company in 2023 after senior roles across the live and recorded music business, including a five-year stint as CEO of Andrew Lloyd…

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