Timbaland’s New Artist Is Young, Photogenic — and Not Human
A new start-up launched by the producer is introducing an AI-generated "artist," TaTa[/SIZE]
By Brian Hiatt, June 5, 2025
Legendary producer Timbaland has taken his fervent embrace of AI music production to a new level, launching a new AI entertainment company, Stage Zero — and an AI-generated “artist,” TaTa, who will be dropping a debut single soon. Timbaland, who co-founded the company with his current creative partner, Zayd Portillo, and film producer Rocky Mudaliar, tells Rolling Stone he’s had the idea for the venture since he began making music with the generative AI platform Suno last year. ”I saw the path,” he says, “but I had to wait till everything caught up.”
TaTa is intended to be the first of many personas launched by the company, and the co-founders have dreams of the characters becoming virtual influencers and even starring in movies and TV shows. ”Ultimately what Tim’s here to do is to pioneer a new genre of music — A-pop, artificial pop,” says Mudaliar, who originally met with Timbaland to discuss a documentary on his career. TaTa will maintain a social media presence, with music videos generated by various AI video tools.
Full article
Timbaland's New Artist Is Young, Photogenic -- and Not Human
Cliff notes:
Timbaland launched a new digital artist named Tata
Timbaland helped create her through his company Light Energy Labs
He wants Tata to be part of his label’s roster and drop songs like any normal artist
He’s aware of the pushback but says this tech can help small artists too[/QUOTE]
A new start-up launched by the producer is introducing an AI-generated "artist," TaTa[/SIZE]
By Brian Hiatt, June 5, 2025
Legendary producer Timbaland has taken his fervent embrace of AI music production to a new level, launching a new AI entertainment company, Stage Zero — and an AI-generated “artist,” TaTa, who will be dropping a debut single soon. Timbaland, who co-founded the company with his current creative partner, Zayd Portillo, and film producer Rocky Mudaliar, tells Rolling Stone he’s had the idea for the venture since he began making music with the generative AI platform Suno last year. ”I saw the path,” he says, “but I had to wait till everything caught up.”
TaTa is intended to be the first of many personas launched by the company, and the co-founders have dreams of the characters becoming virtual influencers and even starring in movies and TV shows. ”Ultimately what Tim’s here to do is to pioneer a new genre of music — A-pop, artificial pop,” says Mudaliar, who originally met with Timbaland to discuss a documentary on his career. TaTa will maintain a social media presence, with music videos generated by various AI video tools.
Full article
Timbaland's New Artist Is Young, Photogenic -- and Not Human
Cliff notes:
Timbaland launched a new digital artist named Tata
Timbaland helped create her through his company Light Energy Labs
He wants Tata to be part of his label’s roster and drop songs like any normal artist
He’s aware of the pushback but says this tech can help small artists too[/QUOTE]
