Timbaland has signed AI generated artist TaTa whose debut single will be released soon. Tim's label, Stage Zero, a collaboration with his partners Zayd Portillo and film maker Rocky Mudaliar will present TaTa, who is described as "a living, learning, autonomous music artist built with AI."

”Ultimately what Tim’s here to do is to pioneer a new genre of music, A Pop artificial pop,” Mudaliar says. Timbaland told Billboard, “I’m not just producing tracks anymore. I’m producing systems, stories, and stars from scratch."

Producer Young Guru, an opponent of AI based music voiced his concerns on IG. “I’m going to say it again,” he posted. “I swear I love you bro but this ain’t it. Do you not realize what is going on in the world."

He continued, “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 all in love.”