{"id":15715,"date":"2026-09-23T13:34:36","date_gmt":"2026-09-23T13:34:36","guid":{"rendered":"https:\/\/culturalleft.org\/cl\/2026\/09\/23\/the-living-dead-we-can-watch-janis-joplin-perform-or-reunite-the-beatles-but-who-are-the-real-winners-here-culture-the-guardian\/"},"modified":"2026-09-23T13:34:36","modified_gmt":"2026-09-23T13:34:36","slug":"the-living-dead-we-can-watch-janis-joplin-perform-or-reunite-the-beatles-but-who-are-the-real-winners-here-culture-the-guardian","status":"publish","type":"post","link":"https:\/\/culturalleft.org\/cl\/2026\/09\/23\/the-living-dead-we-can-watch-janis-joplin-perform-or-reunite-the-beatles-but-who-are-the-real-winners-here-culture-the-guardian\/","title":{"rendered":"The living dead: we can watch \u2018Janis Joplin\u2019 perform or reunite the Beatles, but who are the real winners here? Culture | The Guardian"},"content":{"rendered":"<p>Advances in digital technology mean that avatars are ever more realistic, and zombie concerts are coming our way. Exciting as it might be to witness the Fab Four, or Maria Calla on stage, I\u2019d rather have flesh and blood live experiences any day.<\/p>\n<p>It seems that AI\u2019s powers \u2013 terrifyingly \u2013 know no bounds. But can it raise the dead? Here\u2019s what Avatar concert producer Unit1 Studio\u2019s CEO Barney Wragg said in a recent interview. \u201c<a href=\"https:\/\/www.iqmagazine.com\/2026\/05\/time-travel-tourism-unit1s-vision-on-avatar-concerts-future\/\">We [are] talk[ing] about<\/a> using AI to simulate the way that tears evaporate in your eye between blinks, or subcutaneous blood flow, so that when one of our [digital] characters laughs or opens their mouth or smiles, areas of their flesh will change colour as it would do in a real human\u201d. Digital avatars are already part of our entertainment landscape \u2013 from <a href=\"https:\/\/www.theguardian.com\/commentisfree\/2012\/apr\/17\/tupac-hologram-coachella-festival\">Tupac<\/a> and <a href=\"https:\/\/www.theguardian.com\/music\/2022\/may\/26\/abba-voyage-review-jaw-dropping-avatar-act-thats-destined-to-be-copied\">Abba<\/a> to <a href=\"https:\/\/www.theguardian.com\/music\/2023\/dec\/08\/maria-callass-a-concert-in-hologram-adelaide-perth-dates-review\">Maria Callas<\/a> \u2013 but now that an avatar\u2019s cheeks can change colour mid-set, is it game over for humans?<\/p>\n<p>Wragg last week reported a massive investment in his company to make <a href=\"https:\/\/www.theguardian.com\/business\/2026\/sep\/20\/uk-startup-15m-investment-concerts-digital-versions-musicians\">hyper-realistic avatar-entertainment.<\/a> Unit1 plans to roll out avatars of musicians living \u2013 and dead \u2013 so that the success of <a href=\"https:\/\/www.theguardian.com\/music\/2022\/may\/26\/abba-voyage-review-jaw-dropping-avatar-act-thats-destined-to-be-copied\">Abba Voyage<\/a> is just the start of a slew of \u201chybrid\u201d concerts. In other words, flesh-and-blood audiences paying massive amounts of human money to witness a very expensive LED screen showing phantom musicians in the 21st century\u2019s equivalent of the magic lantern. (The tech is a 2D illusion: you think you\u2019re seeing Abba\u2019s Agnetha in 3D, but you\u2019re not; it\u2019s all just a new-fangled but fundamentally old-fashioned trick of the light.)<\/p>\n<p> <a href=\"https:\/\/www.theguardian.com\/music\/2026\/sep\/23\/the-living-dead-we-can-watch-janis-joplin-perform-or-reunite-the-beatles-but-who-are-the-real-winners-here\">Continue reading&#8230;<\/a>\u00a0<\/p>\n<p><a href=\"https:\/\/www.theguardian.com\/music\/2026\/sep\/23\/the-living-dead-we-can-watch-janis-joplin-perform-or-reunite-the-beatles-but-who-are-the-real-winners-here\" target=\"_blank\" class=\"feedzy-rss-link-icon\">Read More<\/a><img decoding=\"async\" src=\"https:\/\/i.guim.co.uk\/img\/media\/9e0ebaa2ded5cbfaef92c197a02be8ff644b04ef\/357_0_2810_2248\/master\/2810.jpg?width=140&amp;quality=85&amp;auto=format&amp;fit=max&amp;s=06c271047d8d78960d0e2f2b3b1bb586\" title=\"The living dead: we can watch \u2018Janis Joplin\u2019 perform or reunite the Beatles, but who are the real winners here?\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Advances in digital technology mean that avatars are ever more realistic, and zombie concerts are coming our way. Exciting as it might be to witness the Fab Four, or Maria Calla on stage, I\u2019d rather have flesh and blood live experiences any day. It seems that AI\u2019s powers \u2013 terrifyingly \u2013 know no bounds. But&#46;&#46;&#46;<\/p>\n","protected":false},"author":1,"featured_media":15716,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-15715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The living dead: we can watch \u2018Janis Joplin\u2019 perform or reunite the Beatles, but who are the real winners here? Culture | The Guardian - Cultural Left<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/culturalleft.org\/cl\/2026\/09\/23\/the-living-dead-we-can-watch-janis-joplin-perform-or-reunite-the-beatles-but-who-are-the-real-winners-here-culture-the-guardian\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The living dead: we can watch \u2018Janis Joplin\u2019 perform or reunite the Beatles, but who are the real winners here? Culture | The Guardian - Cultural Left\" \/>\n<meta property=\"og:description\" content=\"Advances in digital technology mean that avatars are ever more realistic, and zombie concerts are coming our way. Exciting as it might be to witness the Fab Four, or Maria Calla on stage, I\u2019d rather have flesh and blood live experiences any day. It seems that AI\u2019s powers \u2013 terrifyingly \u2013 know no bounds. 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