Timbaland has entered the world of AI-generated music with a new company called Stage Zero. He launched the venture alongside film producer Rocky Mudaliar and entrepreneur Zayd Portillo. Their first signed artist is TaTa, an AI-powered act created using technology from the music company Suno, according to Rolling Stone and MusicTech.
The move comes after Timbaland previously expressed strong support for AI music. In March, he appeared on NBA player Victor Oladipo’s podcast “The Inner Court” and said AI music is “the only thing that has a pure soul right now.” He later shared news about TaTa on Instagram, posting screenshots of articles from Billboard and Rolling Stone along with the caption, “Thinking BIGGER but still inclusive.”
Fans, however, have not responded positively. His Instagram comments were filled with criticism, with users saying the decision undermines real creativity and accusing him of contributing to the decline of music. One user wrote, “Congratulations! You are the first to openly admit to ruining music more than it already is.” Another commented, “Trying to find one positive comment… Glad we’re on the same page,” while others lamented that Timbaland’s past innovation is being contradicted by this new direction.
The backlash extended beyond Instagram. Users on X questioned his judgment, saying he had lost touch with what made him great. One user wrote, “Timbaland is ageing like milk,” while another added, “Joined the pantheon of goated legends that lost touch.” On TikTok, @isaiahjaay1 said, “Timbaland is really a legend at what he do. So, for you to be encouraging AI, knowing that it’s taking away from real creativity, is crazy.”
While Timbaland appears enthusiastic about the potential of AI in music, much of his audience is not convinced. For many fans, his embrace of artificial intelligence marks a disappointing turn from the innovation and originality that defined his earlier career.
