The rapper-turned-producer has signed AI “artist” TaTa to his new label, Stage Zero, which is designed to blend human creativity with AI-based sounds to forge new music genres such as A-pop (AI pop).
Interestingly, just a few months ago, Timbaland went on The Inner Court podcast and stated that he finds new music artists to be very “uninspiring” and their music “soulless,” blaming the 2024 election as the reason and stating that he thinks AI can do better. Timbo is getting flamed online after introducing his new AI-powered music venture and its first virtual artist. While he pitched it as the future, many online saw it as a misstep. His Instagram comments were flooded with criticism, with some accusing him of using livestreams with lesser-known artists to train the AI behind TaTa.
Young Guru, a respected producer and longtime engineer for Jay-Z, voiced his disapproval directly under Timbaland’s post:
“I swear I love you bro but this ain’t it. Do you not realize what is going on in the world. Your voice is powerful and way too important to do anything like this. I have students who worship you. They are going to say ‘if Tim can do it, then it is ok for me to do it.’ These are the times, right here, that history is defined. Human expression can never be reduced to this!!! This is way bigger than music!!! I say this in all love.”
Stockz, an emerging rapper from Houston, also chimed in, questioning why Timbaland didn’t give the opportunity to a real artist he’s previously collaborated with.
