Timbaland Faces Brutal Backlash After Revealing AI Artist TaTa

Timbaland is getting flamed online after introducing his new AI-powered music venture and its first virtual artist.  

On Thursday (June 5), the Grammy-winning producer unveiled Stage Zero, his latest entertainment company, and its debut act: TaTa, a pink-haired digital performer he described as “a living, learning, autonomous music artist built with AI.”

“She’s the first artist of a new generation,” Timbaland said in a statement. “A-Pop is the next cultural evolution, and TaTa is its first icon.”

But while he pitched it as the future, many online saw it as a misstep. His Instagram comments were flooded with criticism, with some accusing him of using livestreams with lesser-known artists to train the AI behind TaTa.

“I’m not just producing tracks anymore,” Timbaland added. “I’m producing systems, stories, and stars from scratch. [TaTa] is not an avatar. She is not a character.”

View this post on Instagram

A post shared by Timbo the King (@timbaland)

Young Guru Calls On Timbaland To Reconsider AI Push

But not everyone is on board. Young Guru, a respected producer and longtime engineer for Jay-Z, voiced his disapproval directly under Timbaland’s post.

“I’m going to say it again,” he wrote. “I swear I love you bro but this ain’t it. Do you not realize what is going on in the world. 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 in all love.”

Stockz, an emerging rapper from Houston, also chimed in, questioning why Timbaland didn’t give the opportunity to a real artist he’s previously collaborated with.

“Why not sign one of the artist you’ve been on live stream with? This could’ve been a dream come true to somebody,” Stockz wrote.

Adding to the controversy, Suno—the AI platform used to build TaTa’s music—is currently facing legal action from the Recording Industry Association of America (RIAA) for alleged copyright violations.