{"id":253808,"date":"2026-03-25T13:24:17","date_gmt":"2026-03-25T13:24:17","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=253808"},"modified":"2026-03-25T13:24:17","modified_gmt":"2026-03-25T13:24:17","slug":"timbalands-ai-artist-tata-taktumi-signs-with-ne-yos-pacific-music-group","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/timbalands-ai-artist-tata-taktumi-signs-with-ne-yos-pacific-music-group\/","title":{"rendered":"Timbaland’s AI artist TaTa Taktumi signs with Ne-Yo\u2019s Pacific Music Group"},"content":{"rendered":"

Hong Kong-based entertainment company Pacific Music Group has signed TaTa Taktumi or TaTa, described in a press release as the first \u201cpart human\u201d AI artist under Grammy-winning artist and producer Timbaland\u2019s AI-focused entertainment venture Stage Zero.<\/p>\n

Pacific Music <\/b>was launched<\/a> by three-time Grammy Award-winning superstar Ne-Yo<\/b>, Indian music legend\u00a0Sonu<\/b>\u00a0Nigam<\/b>, Chinese American rapper\u00a0MC<\/b>\u00a0Jin<\/b>, and veteran music executive\u00a0Jonathan Serbin <\/b>in November.<\/p>\n

The company at the time said it \u201caims to build world-class music careers from the heart of Asia, with a focus on discovering, mentoring, developing, and promoting the region\u2019s most promising talent.\u201d<\/p>\n

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Meanwhile, Timbaland<\/b> launched<\/a> Stage<\/b>\u00a0Zero<\/b> in June 2025 in partnership with Rocky Mudaliar<\/b>, the award-winning producer behind\u00a0Inmate #1<\/i>,\u00a0Bisping<\/i>, and\u00a0Breaking Olympia<\/i>, and\u00a0Zayd Portillo<\/b>, an AI music strategist and co-creator of\u00a0Timbo I-Do.<\/i><\/i><\/p>\n

At the time, Timbaland said of TaTa: \u201cShe 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\u2019s the first artist of a new generation. A-Pop is the next cultural evolution, and TaTa is its first icon.\u201d The project is now being positioned as a ‘hybrid artist’ with a real person of Filipino heritage behind the digital persona.<\/p>\n

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<\/a><\/i><\/a><\/figure>\u201cRevealing her human identity at this moment creates the perfect bridge into Asia. This isn\u2019t just a signing, it\u2019s a homecoming.”<\/p>\n

Jonathan<\/b> Serbin<\/b>, Pacific Music Group<\/span><\/p>\n<\/blockquote>\n

A New York Times<\/i> feature<\/a> had previously reported that a real person exists behind the digital persona.<\/p>\n

Pacific<\/span>\u00a0Music<\/span>\u00a0Group<\/span> said in the press release that “the artist behind TaTa Taktumi is of Filipino heritage, adding a deeper cultural dimension to the project as it continues to grow globally”.<\/p>\n

The release added: “While her personal identity remains intentionally private, this acknowledgment reflects the human voice and perspective at the heart of the music<\/span> as the artist begins to step forward into the spotlight for this next chapter.”<\/p>\n

Stage Zero has tapped Pan-Asian entertainment firm <\/b>Pacific Music as TaTa\u2019s exclusive manager in Asia\u00a0and her global record label for all upcoming releases worldwide.<\/p>\n

As part of the deal, Pacific Music will handle market positioning, release campaigns, partnerships, media, and long-term brand development across key Asian territories.<\/p>\n

Jonathan<\/b> Serbin<\/b>, CEO at Pacific Music Group, said: \u201cTaTa\u2019s story is about convergence, culture, technology, and identity coming together.<\/p>\n

\u201cRevealing her human identity at this moment creates the perfect bridge into Asia. This isn\u2019t just a signing, it\u2019s a homecoming. We are proud to support her as she reconnects with her heritage and builds a new cultural movement from it.\u201d<\/p>\n

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Stage Zero released TaTa\u2019s debut single, Glitch x Pulse, <\/i>in October 2025.<\/p>\n

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