Producer Timbaland has launched his own AI entertainment company and has unveiled its first artist, TaTa.
The company, called Stage Zero, has been co-founded with film/TV producer Rocky Mudaliar and entrepreneur Zayd Portillo. Their first “signee” TaTa is powered by Suno, and forms part of a new genre that Timbo has coined as “A-Pop”. However, he says that she is not just an avatar.
While details remain minimal at this stage, it is reported that Stage Zero will also bring along a number of AI-driven creative tools. Timbaland – who has worked with Nelly Furtado, Justin Timberlake, Madonna, and many more — will be handling the majority of the production side of things within the company. He already has a working partnership with Suno, serving as its Strategic Advisor.
In a statement, as shared by Billboard, Timbaland comments, “I’m not just producing tracks anymore. I’m producing systems, stories, and stars from scratch. [TaTa] is not an avatar. She is not a character. TaTa is a living, learning, autonomous music artist built with AI. TaTa is the start of something bigger. She’s the first artist of a new generation. A-Pop is the next cultural evolution, and TaTa is its first icon.”
He also tells the outlet directly, “The technology of today is perfect for what this is. What used to take me three months only takes me two days. In the beginning, it was like a toy. It was like going to a toy store. You gotta go through gluttony, because you can’t believe that it’s here.”
Mudaliar adds, “The artists of tomorrow won’t just be human, they’ll be IP, code and robotics that are fully autonomous. That’s what we’re building at Stage Zero.”
Last March, in a new interview with The Inner Court, Timbaland shared his thoughts on the current state of music and AI’s role within it. Reflecting on how politics and social divides have bled into music, he said, “This whole election divided us. What I mean by that is it divided the music. The music sounds bland, it sounds boring.”
He continued, “We talk about AI, and that is the only thing that has a pure soul right now. That you can create something and just express your true feelings and it comes out beautiful.”
The post “I’m not just producing tracks anymore… I’m producing stars from scratch”: Timbaland unveils AI entertainment company – and its first Suno-powered artist appeared first on MusicTech.
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