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Hong Kong-based entertainment company Pacific Music Group has signed TaTa Taktumi or TaTa, described in a press release as the first “part human” AI artist under Grammy-winning artist and producer Timbaland’s AI-focused entertainment venture Stage Zero.
Pacific Music was launched by three-time Grammy Award-winning superstar Ne-Yo, Indian music legend Sonu Nigam, Chinese American rapper MC Jin, and veteran music executive Jonathan Serbin in November.
The company at the time said it “aims to build world-class music careers from the heart of Asia, with a focus on discovering, mentoring, developing, and promoting the region’s most promising talent.”
Meanwhile, Timbaland launched Stage Zero in June 2025 in partnership with Rocky Mudaliar, the award-winning producer behind Inmate #1, Bisping, and Breaking Olympia, and Zayd Portillo, an AI music strategist and co-creator of Timbo I-Do.
At the time, Timbaland said of TaTa: “She 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.” The project is now being positioned as a ‘hybrid artist’ with a real person of Filipino heritage behind the digital persona.
“Revealing her human identity at this moment creates the perfect bridge into Asia. This isn’t just a signing, it’s a homecoming.”
Jonathan Serbin, Pacific Music Group
A New York Times feature had previously reported that a real person exists behind the digital persona.
Pacific Music Group 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”.
The release added: “While her personal identity remains intentionally private, this acknowledgment reflects the human voice and perspective at the heart of the music as the artist begins to step forward into the spotlight for this next chapter.”
Stage Zero has tapped Pan-Asian entertainment firm Pacific Music as TaTa’s exclusive manager in Asia and her global record label for all upcoming releases worldwide.
As part of the deal, Pacific Music will handle market positioning, release campaigns, partnerships, media, and long-term brand development across key Asian territories.
Jonathan Serbin, CEO at Pacific Music Group, said: “TaTa’s story is about convergence, culture, technology, and identity coming together.
“Revealing her human identity at this moment creates the perfect bridge into Asia. This isn’t just a signing, it’s a homecoming. We are proud to support her as she reconnects with her heritage and builds a new cultural movement from it.”
Stage Zero released TaTa’s debut single, Glitch x Pulse, in October 2025.
Timbaland said: “Artist development has always been about connecting the imagination of the artist to real people. At Stage Zero we are expanding that process, allowing ideas to take shape across music, visuals, and identity in real time, sometimes even in reverse order. Tata represents a shift towards hyper creativity. It opens the door for a new generation of artists and a new era of entertainment to emerge.”
Timbaland by Eric Ray Davidson“Tata represents a shift towards hyper creativity. It opens the door for a new generation of artists and a new era of entertainment to emerge.”
Timbaland
TaTa Taktumi added: “This project has always been about blending worlds, technology and humanity, past and future, identity and imagination. With Pacific Music Group, I’m excited to continue exploring what that future can look like.”
Pacific Music said it will start rolling out TaTa’s releases, promotional campaigns, and strategic partnerships across Asia in the coming months.
The signing comes as Pacific Music recently launched its first record label imprint, Ghostone Records, focused on electronic and dance music, with Thai DJ and producer 22Bullets named president, and rising electronic artist Lizzy Wang announced as the label’s first signing.
“This project has always been about blending worlds, technology and humanity, past and future, identity and imagination. With Pacific Music Group, I’m excited to continue exploring what that future can look like.”
TaTa Taktumi
As MBW previously reported, Stage Zero operates separately from Suno despite Timbaland’s strategic advisory role.
Suno, the AI music generator sued by the RIAA on behalf of all three majors in mid-2024, formed an official partnership with Timbaland in October 2024, after what it says were “months” of him “being a top user of the platform.”
Timbaland supported Suno’s settlement with Warner Music Group in November, calling the development “disruptive.”
Music Business Worldwide
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