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Timbaland brings AI pop star TaTa: The future of music is here!
Timberland's Stage Zero brings a new genre of music, A-Pop, to the forefront of digital entertainment with AI pop star TaTa.
Timbaland brings AI pop star TaTa: The future of music is here!
Timothy “Timbaland” Mosley, the renowned hit producer, founded Stage Zero with his partners Zayd Portillo and Rocky Mudaliar. This new company is on a mission to bring AI-generated entertainment to the masses. The heart of the company is the digital interpreter TaTa, who will act as a figurehead of the new music genre “Artificial Pop” (A-Pop). Loud Leadersnet TaTa will soon release their debut single, which is a collaboration between human creatives and the AI platform Suno.
The idea for Stage Zero originated when Timbaland produced music with Suno in 2022. This AI tool was introduced in April 2024, allowing users to create their own songs through lyric prompts. Timbaland, who serves as a creative consultant for Suno, believes that AI is the only entity that can express real feelings and deliver beautiful results. He said on the podcast “The Inner Court” that he finds the current music landscape bland and boring. This could potentially be the reason for his involvement in AI music production.
TaTa and the plans for “Artificial Pop”
TaTa is said to be the first of many digital personas that Stage Zero plans to present. The co-founders plan for these characters to also act as virtual influencers and appear in films and TV shows. This also includes a social media presence and music videos created using various AI-generated video tools. Rocky Mudaliar has announced that the characters will be authentically represented, including their own social media profiles.
An innovative workflow was developed where demos from Timbaland are uploaded to the platform. Suno continues to develop these demos, adding human-written lyrics at the end. According to Portillo, this combination of human creativity and AI development has resulted in TaTa's songs being produced quickly and fluidly.
Criticism and challenges in the music industry
Although Stage Zero's plans seem promising, reactions in the online world are mixed. Some users are expressing concern about the loss of the human element in music. Critics also point to potential copyright infringement and remind that there are many real artists who want to be given a chance to succeed.
The music industry as a whole is under pressure as major record labels have filed lawsuits against Suno and similar platforms to clamp down on their use of copyrighted materials. Numerous artists, including Billie Eilish and Stevie Wonder, have published open letters rejecting AI as a threat to human creativity. Despite this backlash, Timbaland and Portillo are optimistic that opposition to AI in music will diminish while the vision for A-pop is still taking shape, they reported Rolling Stones.