Timbaland Acquires Strategic Stake In Lifestyle And Vinyl Brand 12on12
Music producer Timbaland has acquired a strategic stake in UK-born lifestyle and vinyl brand 12on12.
His involvement in the company arrives over a year after Grammy Award-winning producer Swizz Beatz invested in the business, also acquiring a strategic stake.
Founded by Claudia Moross, 12on12 is described as a “lifestyle brand living at the intersection of Music and Art”.
The company says that it “invites cultural icons to curate a soundtrack of 12 songs that have inspired, affected and influenced them”.
Each soundtrack is then pressed to 12-inch vinyl.
Additionally, according to 12on12, via collaborations with visual artists and curators, the vinyl sleeve “transforms into a piece of art that memorializes a shared sentiment between the artists that is then collected and treasured along with the music”.
Past collaborations include RUN DMC, Swizz Beatz, Dita Von Teese, Travis Scott x Saint Laurent, and ComplexCon featuring artwork by Takashi Murakami.
Timbaland is currently working on his own 12on12 to be released in the beginning of 2024. His limited edition vinyl, associated artwork, and lifestyle products will be released by 12on12.
Timbaland said: “Building a culturally relevant brand has always been one of the most important aspects to me in any business endeavors that I do whether it be Verzuz, Beatclub, Mosley etc.
Added Timbaland: “As Swizz and I join forces in the company 12on12, we will be focused on working with iconic artists who will collaborate with incredible visual artists to create limited edition vinyl, art and merch.”
Swizz Beatz added: “It’s amazing to have my brother with me on another venture that showcases our passion for music like Verzuz did. Tim and I started out as DJs and to be partners in 12 on 12 only makes the world better.”
Founder & Chief Creative of 12on12 Claudia Moross added: “Swizz Beatz’s involvement over the past year and a half has helped take 12on12 to the next level, from expanding into editioned fine art prints to creating more immersive 360 experiences with each launch.
“We are excited to have Timbaland’s electric energy and business acumen added to the mix and witness the magic they create together.”
Elsewhere, Timbaland and Swizz Beatz launched song battle series Verzuz in early 2021.
The duo launched Verzuz on Instagram Live in March 2020 at the height of the COVID-19 lockdowns. They then signed a partnership with Apple Music in July of the same year before Triller offered to buy out Verzuz in January 2021.
Original Article - Music Business Worldwide written by Murray Stassen