Love it or hate it, artificial intelligence is here to stay and Timbaland appears to be one of the frontrunners embracing the technology.
As AfroTech previously told you, the platinum producer recently announced a collaboration was on the way with the late Notorious B.I.G.
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However, the announcement was met with mixed reviews.
“He was killed at 24 in what many believe was a foolish war of egos instigated by vessels of an industry that went on to get every penny they could out of him. He’s had his vocals splotched together and sold with artists who debuted years after his 1997 death. His legacy is akin to a cloth that’s been wrung bone-dry. And now that figurative rag is set to be artificially doused all over again,” penned Rolling Stone contributor Andre Gee.
Despite criticism, it appears Timbaland is still confident about the intersection of artificial intelligence and music. Plus, he seems to understand the ethical concerns that come along with it.
During an interview with Forbes, he said he will not release the collaboration with The Notorious B.I.G. Unless he has permission from the late rapper’s estate, the collaboration — voiced by rapper Michael S. Wilson II, who goes by The Real Mike Wilson — will not be released.
Instead, Timbaland does plan to commercialize the driver of the voice filter created by his Miami-based Light Energy Labs. The company was co-created alongside software programmer and producer Zayd “Creatrgod” Portillo in 2022.
Timbaland believes artificial intelligence has not done many artists of today and the past justice, causing many to be apprehensive about its use.
And he believes high-grade voice filters could change perspectives. However, the technology is still being mastered as it has taken the duo two years to start producing songs that would be deemed high quality.
When released, he expects the product will only further the success of established artists and allow them more creative freedom.
“It’s going to really be a new way of creating and a new way of generating money with less costs,” Timbaland told Forbes. “I’m already here. This is what I’m doing. I’m going to lead the way.”
Regardless of the possibilities, he understands there is a long road ahead as he would have to consider the legal implications on copyright and revenue-sharing before his vision comes to life.
“I don’t want to be afraid of what’s going on,” he told Forbes. “I want to be the guy to figure out a solution.”
Timbaland did not reveal a detailed go-to-market strategy for the voice filter product or its name.