Young Guru is calling out Timbaland for his unapologetic use of AI after the latter's company announced the debut of a new AI "artist." The name of the artist, Tata, will be used to release music made with a combination of human and artificial forces.
Guru was one of many users on Instagram this week with some harsh words for the legendary producer and his new projects.
“I’m going to say it again,” Guru wrote. “I swear I love you bro but this ain’t it. Do you not realize what is going on in the world.
“Your voice is powerful and way too important to do anything like this,” Guru continued. “I have students who worship you. They are going to say ‘if Tim can do it, then it is ok for me to do it.’ These are the times, right here, that history is defined .. Human expression can never be reduced to this!!! This is way bigger than music!!! I say this all in love.”
Timbaland on Saturday posted an AI-generated video directed at his critics who think "AI is ruining music."
"Y'all crying about AI taking your spot, but your songs barely mix," an AI-created character in the video says. "Why would we train it on that?"
Music industry players including rapper Rexx Life Raj and Lauren Speed-Hamilton immediately blasted Timbaland's insistence that AI is the future of music.
"Unc went out sad," Raj wrote.
On June 5, Timbaland announced that his company, Stage Zero, was launching TaTa, in an attempt to usher in a new genre of music known as artificial pop, or A-pop. The rapper received immediate backlash for the announcement, prompting him to share a video of music executive Ray Daniels explaining why it should be celebrated.
"Why the fuck wouldn’t you?” Daniels says, referring to creating an AI artist. "Mickey Mouse is an AI character. Donald Dunk is an AI character. Bugs Bunny is an AI character.
"You guys are looking at it wrong," Daniels continued. "He’s gonna make a character that he can have sing songs and sell products. That’s all these cartoonists and young kid TV shows are doing anyway, so why are y’all mad at him?"
Timbaland also shared his own thoughts about the backlash.
"I know I’m trolling but let’s have real conversation," Timbaland wrote in his post. "I love my independent artists. This doesn’t mean I’m not working with real artists anymore.
"And nah I don’t train ai off y’all music," he continued. "This just means more creativity for creators."
