Timbaland‘s AI artist TaTa Taktumi (“TaTa”) has signed with Pacific Music Group, a Pan-Asian music and entertainment company founded by NE-YO, Sonu Nigam, MC Jin and Jonathan Serbin. TaTa was created as part of Timbaland’s AI entertainment company Stage Zero, which will continue to be involved in her development, but now, PMG will “exclusive[ly] manage” TaTa across Asia, acting as her record label for all upcoming releases in the region.
Pacific Music Group, founded in 2025 and headquartered in Hong Kong, will start rolling out TaTa’s upcoming releases and collaborations across Asia in the coming months.
Along with the new deal, a press release about TaTa’s signing claimed for the first time that the artist who created TaTa is of Filipino heritage. “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,” the announcement reads. “This moment represents more than a confirmation of heritage. It underscores the vision.”
TaTa’s creation was first announced in June 2025, alongside the founding of Stage Zero. It was noted at the time that TaTa’s music was created by Timbaland with the help of Suno, a popular AI music model. At the time, Timbaland said that “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.”
“TaTa’s story is about convergence, culture, technology, and identity coming together,” said Serbin, CEO and co-founder at Pacific Music Group. “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.”
“Artist development has always been about connecting the imagination of the artist to real people,” Timbaland added. “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.”
“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,” added TaTa.
