Timbaland Launches AI Music Company Stage Zero, Debuts TaTa as First “A‑Pop” Artist

The venture debuted with its first AI artist, TaTa, whom Timbaland describes as a “living, learning, autonomous music artist” and the first star of a bold new genre he calls A‑Pop (artificial pop).

Timbaland isn’t just iterating on AI music; he’s launching a full‑scale artistic ecosystem. Stage Zero has been established in collaboration with veteran producer Rocky Mudaliar and Zayd Portillo, an AI music strategist behind Timbaland’s earlier project, Timbo I-Do, and an advisor to the AI platform Suno. 

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In a statement, Timbaland said, “She is not an avatar. She is not a character. TaTa is a living, learning, autonomous music artist built with AI. TaTa is the start of something bigger. She’s the first artist of a new generation. A‑Pop is the next cultural evolution, and TaTa is its first icon.” 

Who is TaTa, and what is A‑Pop?

TaTa represents a significant leap in the evolution of virtual music artists. Unlike traditional avatars, she is designed to evolve and learn through AI. A‑Pop blends artificial intelligence with human creativity. Timbaland and Portillo input lyrics and rough demos into Suno’s AI tools, which generate vocals and melodies. These are then polished using conventional production methods, creating a hybrid of man and machine.

“I’m not just producing tracks anymore,” Timbaland said. “I’m producing systems, stories, and stars from scratch.” Mudeliar also added that “The artists of tomorrow won’t just be human, they’ll be IP, code, and robotics that are fully autonomous.”

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Visually, TaTa is portrayed as a pink-haired, stylish digital persona designed to resonate with Gen Z and millennial audiences. She’ll serve as the face of A‑Pop, intended not just to release music but also to star in AI-generated music videos, appear on social media, and even act in film or television roles in the future.

TaTa’s vocals are powered by Suno’s “Personas” feature, which Timbaland has praised for producing surprisingly lifelike and expressive singing voices. However, critics remain skeptical.

Can AI Music Capture Real Emotion?

Some in the industry question whether AI music can match the emotional depth of human performance. TechRadar noted that while AI tools can quickly generate catchy and technically competent songs, they often lack the emotional nuance that defines timeless music. The article warned that although AI-generated music might dominate platforms like Spotify and TikTok, it may struggle to “lift your soul or break your heart.”

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Legal and Ethical Tensions

Stage Zero’s creative partner, Suno, is currently embroiled in a legal dispute with major music labels. Universal Music Group, Sony Music Entertainment, and Warner Music Group filed lawsuits against Suno (and its competitor Udio) in June 2024. They allege that the companies violated copyright law by using protected material to train their AI models. The outcome of these lawsuits could significantly influence how companies like Stage Zero operate in the future.

Despite the legal clouds, Timbaland is charging forward.

What’s Next for Stage Zero?

Stage Zero says that TaTa’s debut single is “dropping soon,” although no firm release date has been announced. The team envisions a comprehensive multimedia rollout, encompassing music, video, storytelling, and even merchandise. The goal? To establish TaTa as both an artist and a virtual influencer.

This isn’t Timbaland’s first foray into tech and music innovation. His previous startup, Beatclub, launched in 2021 as a beat marketplace and quickly grew into a global platform for producers and artists. He now plans to leverage that success to position Stage Zero at the intersection of music, branding, AI, and narrative storytelling.