Timbaland is making big moves in the music-tech with the launch of Stage Zero — a brand new entertainment company that aims to redefine the concept of what a recording artist is through the use of artificial intelligence (AI).

Following the company’s public unveiling last June 5, they have since introduced their first AI-driven artist, named TaTa. Described by the Grammy-winning producer as “a living, learning, autonomous music artist,” TaTa represents what Timbaland calls the beginning of ‘A-Pop,’ which supposedly stands as a new genre he believes could mark the next cultural shift in music. “She’s not an avatar or a character,” he said. “She’s the first of a new generation. A-Pop is the next cultural evolution, and TaTa is its first icon.”

Stage Zero was co-founded by Timbaland alongside Rocky Mudaliar and Zayd Portillo. Portillo is an AI strategist who also co-created Timbo I-Do and advises the AI music company Suno with the renowned musical producer and artist. While Timbaland holds an advisory role at Suno (which is currently facing lawsuits from major labels over alleged copyright infringement), Stage Zero operates independently.

Still, Suno plays a key role in the creative process. Timbaland has noted that he feeds demo vocals into the platform, which then processes and enhances the material. “It came to a point where I’m like, ‘Yo, this voice, it’s amazing,’” he said of discovering TaTa’s vocal identity. With their work, the team sees Stage Zero as more than a label. “The artists of tomorrow won’t just be human,” said Mudaliar. “They’ll be IP, code, and robotics — that are fully autonomous. That’s what we’re building at Stage Zero.”

Timbaland, who’s worked with the likes of Aaliyah, Justin Timberlake, and Beyoncé over the years, has consistently been vocal about the power of AI in music. “The technology of today is perfect for what this is. What used to take me three months now takes two days,” he told Billboard earlier this year. “In the beginning, it felt like a toy,” he added.

Stage Zero follows the producer’s recent ventures into music tech, including Beatclub, the online beat marketplace he co-founded in 2021 with his long-term manager Gary Marella. Beatclub secured investment from Hipgnosis and Anthem in 2023 and expanded into China through a partnership with NetEase Cloud Music.