'I'm Loving Making Music Again': Timbaland on 'Empire,' Justin Timberlake & More at ASCAP Expo
The Timbaland-produced song "Nobody," performed by his new girl group, Obs3ssed, will be used by STRONG by Zumba instructors during training sessions; the track won't be available for sale or streaming. Timbaland is also working on another song with fellow producer Scott Storch for the program.
STRONG by Zumba isn't like typical Zumba classes where Latin dances are at the forefront. Timbaland says his music is designed to help people get through workouts with more ease and inspire people to push their limits at the gym.
Zumba largely cornered the sparse dance cardio market when it emerged more than a decade ago, but it's facing increasing competition with the rise of celebrity dance trainers like Tracy Anderson, boutique studios with live DJs and black lights, fitness raves and a slew of studios dedicated to barre and ballet classes.
"(STRONG is) a step out for them. I think what they were really doing by working with someone like Timbaland, it's almost like you've been typecast into a certain role ... when you step out and do something different than what you've done before, then you look to make a splash and bring a different type of energy to it," said Ntiedo Etuk, CEO of YG Studios, an online platform that pairs trainers with clients.
Body Rock: Is Zumba the Next Music Platform?
Zumba has worked with other musicians, including Daddy Yankee and Don Omar. Timbaland said he's never taken a Zumba class, but "thought it was interesting." He performed at the Zumba Instructor Convention in Orlando, Florida, last month.
Timbaland is executive music producer for the hit TV series Empire. He has produced hits for Missy Elliott, Aaliyah, Nelly Furtado and others.
"That's what I am — I am music. I try to find all different types of avenues to express my talent when it comes to music," he said.
