In February of 2022, Swizz Beatz invested in self-described “unique way of life and vinyl model” 12on12. Now, his fellow Verzuz creator, Timbaland, has likewise backed the Claudia Moross-founded and Slicing Edge-owned firm.
12on12 reached out to DMN with phrase of Timbaland’s assist right this moment, disclosing the deal’s common particulars in a launch however opting to not reply when requested in regards to the funding’s exact measurement. In any occasion, 51-year-old Timbaland has secured “a strategic stake” within the London-headquartered enterprise and is within the technique of creating a undertaking.
Consistent with its title, eight-year-old 12on12 places out limited-edition 12-track curations on 12-inch vinyl; Timbaland’s customized undertaking (together with associated merch and paintings) “will look to be launched to start with of 2024,” per higher-ups.
Apart from this forthcoming launch, the Norfolk, Virginia-born artist and entrepreneur is poised to “spotlight the distinctive relationship between music and artwork, bringing the 2 mediums collectively to create a really transcendental expertise,” 12on12 indicated.
Addressing the funding, Anthem Leisure-partnered Timbaland made clear his plans to help 12on12 in “working with iconic artists who will collaborate with unbelievable visible artists.” In the meantime, founder and artistic director Claudia Moross underscored the far-reaching affect of Swizz Beatz’s personal involvement throughout the previous 18 or so months.
“Swizz Beatz’s involvement over the previous yr and a half has helped take 12on12 to the subsequent degree, from increasing into editioned fantastic artwork prints to creating extra immersive 360 experiences with every launch,” stated Moross, beforehand an exec at Slicing Edge correct. “We’re excited to have Timbaland’s electrical power and enterprise acumen added to the combination and witness the magic they create collectively.”
Timbaland’s 12on12 tie-up has arrived amid years-running progress for vinyl, which in 2022 outsold CDs for the primary time since 1987 within the UK in addition to the US, based on BPI and RIAA information. Furthermore, proof means that the sales-growth pattern has continued up to now in 2023, which has seen Metallica buy a large file urgent plant and the Wu-Tang Clan’s RZA drop a vinyl turntable.
On the limited-edition entrance, Warner Music Group’s Rhino Data in Could kicked off a quarterly Hello-Fi vinyl collection, and Common Music Group’s Interscope Data has gone forward and provided plenty of multi-thousand-dollar vinyl releases.
Equally, fan demand for merch is exhibiting few indicators of slowing, and notably given the astronomical costs charged for a lot of such gadgets, high-quality limited-edition buy choices will presumably enchantment to sure diehard supporters. 12on12 is presently promoting a Steve Aoki-Richard Orlinski hoodie, capped at 80 items, for a cool $140.