TATA has entered the music scene as the first AI artist signed to Stage Zero, Timbaland’s newly launched music label created specifically for virtual performers.

News about the project spread quickly in the media, and only a few months passed between its announcement and release. During that time, TATA’ s social media were filled with promotional AI-generated content along with song previews and behind-the-scenes clips from the upcoming music video. The audience waited patiently for the groundbreaking showcase of the next generation singer, with long-standing trust in the music producer’s visionnary.

TATA’s debiuted with only one single release on 9th October. The track itself leans more on the experimental side, with heavy bass and synthesizers. It’s showing the vocal capabilities of AI, yet playing it safe –  the song is definitely not among this year’s music hits, and is only hinting at what we can expect from TATA in terms of advanced technology. The same can be said about the visual side – it is simple and safe. Scenes with people and the artist are interwoven with clearly AI-generated scenes, creating a dynamic and slightly chaotic production. The music video also includes the producer himself, Timbaland, who makes a guest appearance.

The producer himself has, over the past three decades, repeatedly reached the top of the Billboard charts and music rankings. He is also a strong supporter of usage of generative AI in the music production process, to which he openly admits. It’s no surprise then that, to create TATA, he partnered with the well-known generative AI company SUNO, which helped to bring the AI artist to life by “giving” the singer her voice.

TATA’s debut has not gone without extreme reactions — on one the one side, there are supporters of expanding possibilities in music, and on the other, disappointed fans of the producer who belive music should be created exclusively by humans.