Credit: Spotify

Timbaland announced the creation of a new AI-generated artist called TaTa last week. However, the response has been overwhelmingly negative.

After news of Timbo’s new artist surfaced, many criticised him for choosing AI over talented humans and flooded his social media with opinions.

In an Instagram post, he wrote, “I know I’m trolling but let’s have real conversation. I love my independent artists. This doesn’t mean I’m not working with real artists anymore. And nah I don’t train ai off y’all music. This just means more creativity for creators.”

Producer Shy FX took the comments to bash Timbaland for his business move, claiming he’s cashing in rather than pushing music forward.

“You call it trolling, but the moves you are making are not jokes,” he said. “They are choices, and they come at the cost of real artists who are already fighting to be seen and heard.

“You showed your colours when you attempted to make a song using Biggie’s AI generated voice. You made it even clearer by partnering with Suno, whose founder has been very vocal about wanting to replace musicians, not support them. And now this? This isn’t disruption. It’s a cash-in.”

Timbaland also shared a video of music executive Ray Daniels praising his decision to launch an AI artist. In the clip, he says, “Why the fuck wouldn’t you? Mickey Mouse is an AI character. Donald Duck is an AI character. Bugs Bunny is an AI character. You guys are looking at it wrong.

“He’s gonna make a character that he can have sing songs and sell products. That’s all these cartoonists and young kid TV shows are doing anyway, so why are y’all mad at him?”

Music journalist Rob Markman disagreed with Daniels’ point, saying, “Mickey Mouse was created by a human, drawn by a human, written by a human, voiced by a human… not the same.”