Timbaland launches AI-generated artist TaTa under new company Stage Zero
Grammy-winning producer Timbaland has announced the launch of a new AI-driven entertainment company, Stage Zero, and introduced its first AI-generated artist, TaTa. The artist, depicted as a pink-haired virtual performer, will represent what Timbaland describes as a new genre: 'A-pop, artificial pop.'
Photo: Rolling Stone
Stage Zero co-founder Rocky Mudaliar told Rolling Stone that TaTa marks an early step in redefining pop music through AI.
Timbaland, who now serves as creative director at Suno—an AI music tool—said he became interested in the technology after uploading his unfinished demos and being captivated by the AI-generated voice responses. 'It came to a point where I'm like, 'Yo, this voice, it's amazing.''
While humans will remain part of the creative process behind TaTa's music, reactions have been divided. The music industry is still grappling with how AI fits into copyright law, with Suno already facing legal action from the Recording Industry Association of America (RIAA) for allegedly using copyrighted material to train its AI models.
There is no confirmed release date for TaTa's first single, but Stage Zero plans to make her as lifelike as possible with an active online presence. Mudaliar believes public scepticism will wane over time, saying '[AI is] not going anywhere,' and comparing its rise to the acceptance of social media influencers.
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