Popular rapper and producer Timbaland has launched an AI entertainment company called Stage Zero, co-founded with Rocky Mudaliar and Zayd Portillo. The venture is powered by an artificial intelligence program named Suno.
The company’s music production process involves feeding demos into Suno’s system, which then generates full songs with new melodies and AI-generated vocals.
Stage Zero has already introduced its first virtual artist: a female persona named Tata. She is set to debut in a new genre, which Timbaland is calling “A-pop,” though a release date has not yet been announced. A promotional image features Tata with short, pink hair and a red leather jacket, embodying a grungy, indie-rock aesthetic.
Timbaland, a major force in the music industry for nearly 30 years, has openly embraced AI technology. His support has drawn both attention and criticism, including legal action involving Suno.
In an interview with Billboard, Timbaland said the timing is right for this innovation, comparing the experience to playing with new toys. “You gotta go through gluttony,” he said, “because you can’t believe that it’s here.”
