Timbaland is expanding his portfolio, stepping into the role of strategic advisor for Suno, a leading AI music creation tool.
After months of actively using the platform, the four-time GRAMMY-Award-winning artist will now provide Suno with daily support for product development and strategic creative direction, as stated in a press release.
The collaboration starts with an exclusive preview of Timbaland’s latest single, “Love Again.” There’s also a Remix Contest judged by Timbaland, with over $100,000 in prizes awarded to the winning remixes. Digital service providers will release the top two remixes.
“When I heard what Suno was doing, I was immediately curious,” said Timbaland, who is well-known for his influence as a music producer, creator, entrepreneur, and philanthropist. “After witnessing the potential, I knew I had to be a part of it. By combining forces, we have a unique opportunity to make AI work for the artist community and not the other way around. We’re seizing that opportunity, and we’re going to open up the floodgates for generations of artists to flourish on this new frontier. I’m excited and grateful to Suno for this opportunity.”
Timbaland’s collaboration with Suno reflects his dedication to innovating in music and nurturing new talent. It also aligns with Suno’s mission to inspire established and aspiring artists to push the limits of music and create together, providing them with the necessary tools to do so, the press release notes.
“It’s an honor to work with a legend like Timbaland. At Suno, we’re really excited about exploring new ways for fans to engage with their favorite artists,” Suno CEO Mikey Shulman said. “With Timbaland’s guidance, we’re helping musicians create music at the speed of their ideas—whether they’re just starting out or already selling out stadiums. We couldn’t be more excited for what’s ahead!”
As stated in the press release, the partnership places Timbaland at the forefront of what could be the next music industry revolution.
Timbaland is a long-time advocate of tech, having co-founded the music technology platform Beatclub. He also owns and operates his label Mosely Music Group, as well as co-created and co-owns VERZUZ alongside Swizz Beatz.
He has also consistently touted the power of the intersection of AI technology and music and expressed interest in working with the late Notorious B.I.G., according to AFROTECH™.
“I’m an adopter because I just know where it’s going. I just know how from the early stages of Spotify when the labels weren’t on board,” Timbaland previously told AFROTECH™. “They didn’t understand it. They were like, how is this going to work? So, I look at how AI can grow your company 10x if it is done right. And I feel like I’m trying to be a solution for it. I can already do the creative part.”
Timbaland has also noticed a growing trend in realizing the power of AI technology and how the creativity and expertise of Black culture can enhance it. As technology evolves, he sees endless positive opportunities for impact and earning potential.
As AFROTECH™ reported, the Virginia native shared his insight and expertise during his “From Producer to Founder: A Conversation with Timbaland” session at AFROTECH 2023.
Timbaland expressed that he doesn’t see himself as the smartest person in the room but rather as the one who elevates the intelligence of others, emphasizing the potential for significant financial gain by embracing rather than rejecting AI tools.
“So it’s like, let’s embrace it [artificial intelligence] now and figure out the way to make it cool,” Timbaland explained, per AFROTECH™. “And if we take it, it will be at the forefront because guess what, we as the culture, are the coolest people. If we figure something out, I think it can be very lucrative.”
