Timbaland has launched his own AI entertainment company called Stage Zero and its first signee is the artist TaTa.

Co-founded with Rocky Mudaliar and Zayd Portillo, Stage Zero’s first signee is an AI pop artist called TaTa, driven by Suno AI. The pop artist, along with a bevy of AI-driven creative tools will all be under Timbo’s new company. The Grammy-award winning producer will be handling the majority of the production for this new artificial intelligence venture, which he dubbed as a new genre entirely called “A-Pop.”

“I’m not just producing tracks anymore,” Timbaland said in a statement. “I’m producing systems, stories, and stars from scratch. [TaTa] 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.”

Mudaliar added, “The artists of tomorrow won’t just be human, they’ll be IP, code and robotics that are fully autonomous. That’s what we’re building at Stage Zero.”

Timbaland has remained a prevalent advocate for AI in music. In an April interview with Billboard, Timbo said AI is in an exciting new place compared to where it was just a few years ago.

“The technology of today is perfect for what this is,” Timbaland told Billboard. “What used to take me three months only takes me two days. In the beginning, it was like a toy. It was like going to a toy store. You gotta go through gluttony, because you can’t believe that it’s here.”