In a fast-changing live landscape, Timbaland and THEREALSWIZZ proved that Verzuz not only had staying power, but could be profitable — and forged a new way to create generational wealth for Black artists.
In late June, as the temperature warmed and COVID-19 vaccination rates rose, a sense of normalcy started to return to the world. Restaurant patios overflowed; nightclub lines wrapped around the block; festival and tour announcements flooded social media.
Speaking today from their respective home bases — Swizz in San Diego, Tim across the country in Miami — the two founders look more like the behind-the-scenes creatives they started out as than high-powered media executives. Before becoming business partners, they were friends and competitors;was born out of their own good-natured onstage battles. Today, Tim has his phone propped up in a recording studio, and Swizz wears a simple T-shirt and hat. “Daddy daycare Mondays,” jokes the father of five.
Reflecting on their wins as executives, the pair repeatedly return to one lasting achievement: the career boosts artists experience following theireffect.” Take last August’s face-off between Brandy and Monica, who gracefully delivered some of the most notable songs from their catalogs 23 years after their chart-topping duet, “The Boy Is Mine.” The episode attracted 1.
The deal also allows Swizz and Tim to maintain creative control. “One thing we put in the contract was to protect the brand, protect the artists, protect ourselves and protect the integrity,” says Swizz. “Even though we did the deal with Triller, we still run. We can’t feel the transition, and the people can’t feel a transition. All they can feel is the quality going up.”built its reputation, with Bollywood and Latin battles in the works, as well as one featuring Nigerian artists.
“These guys work at night because music production is a late-night business. When they wake up in the morning, they’re executives,” Sarnevesht says of Tim and Swizz. “These aren’t bulls--t job titles. I thought they were just going to chill and get involved every once in a while, and I was very, very wrong.”Tim and Swizz know that work won’t end anytime soon — and they wouldn’t have it any other way.
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