Timbaland’s AI-generated artist TaTa has signed an exclusive management and recording deal with Pacific Music Group for Asia. The Pan-Asian company, founded by Ne-Yo, Sonu Nigam, MC Jin and Jonathan Serbin, will release her upcoming music in the region. Stage Zero, Timbaland’s AI entertainment firm, will remain involved in her development.
Pacific Music Group, a Hong Kong-based entertainment company launched in 2025, announced the signing of TaTa Taktumi, known as TaTa, on Wednesday. The deal positions PMG as TaTa’s exclusive manager and record label across Asia, with plans to roll out her releases and collaborations in the coming months. TaTa was created through Timbaland’s Stage Zero, using the Suno AI music model, and first introduced in June 2025 as a “living, learning, autonomous music artist.” Timbaland described her as “the first artist of a new generation” and an icon of A-Pop, the next cultural evolution in music. A press release accompanying the deal revealed for the first time that the human artist behind TaTa’s voice is of Filipino heritage, though their identity stays private. “This moment represents more than a confirmation of heritage. It underscores the vision,” the announcement stated. Jonathan Serbin, PMG’s CEO and co-founder, called the signing a “homecoming” that bridges culture, technology and identity. “TaTa’s story is about convergence,” he said. Timbaland emphasized expanding artist development through AI, noting TaTa “represents a shift towards hyper creativity.” In a statement attributed to TaTa, she expressed excitement about blending “technology and humanity” with PMG. The partnership highlights growing interest in AI-driven music in Asia.
