Swizz Beatz and Timbaland have announced a new chapter for their popular Verzuz series, partnering with Elon Musk’s social media platform, X, formerly known as Twitter. This collaboration aims to bring the music battle series to a broader audience, exclusively on X, and has sparked mixed reactions among fans.
Verzuz, which gained immense popularity during the COVID-19 pandemic, features head-to-head battles between music producers, singers, and rappers. The series will now be available for free on X, with Swizz Beatz and Timbaland retaining full creative control and ownership. This deal follows similar partnerships X has made with WWE and Range Media Partners, focusing on sports content.
The financial details of the Verzuz deal remain undisclosed. However, this move is seen as part of X’s strategy to boost its advertising revenue. Bloomberg reported that X was on track to generate $2.5 billion in ad revenue last year, with over $600 million earned in each of the first three quarters of 2023.
Verzuz has featured iconic artists like Erykah Badu, Ludacris, Alicia Keys, and Snoop Dogg since its inception in 2020. The platform was sold to Triller in 2021 but was later reacquired by Timbaland and Swizz Beatz after legal disputes. The new deal with X is expected to expand Verzuz’s viewership, leveraging X’s 300 million monthly active users.
The announcement was made during the Cannes Lions conference in France, with Swizz Beatz and Timbaland celebrating the partnership on social media. They emphasized that Verzuz is now 100% Black-owned again and expressed their excitement about building new entertainment ventures on X.
Despite the enthusiasm from the founders, the partnership with Elon Musk has faced criticism. Some fans took to social media to express their disapproval, particularly noting the timing of the announcement on Juneteenth, a holiday commemorating the end of slavery in the United States. Critics also pointed out Musk’s controversial statements and actions, which have been perceived as racially insensitive.
In response to the backlash, Swizz Beatz and Timbaland reiterated their commitment to their vision and thanked Musk and the X team for their support. They believe that X, described as the most innovative platform globally, will help them bring Verzuz to a larger audience than ever before.
The last Verzuz battle took place in June 2022, featuring Omarion and Mario. The series, which started on Instagram Live, has evolved into in-person events with live audiences. Memorable battles have included matchups like Brandy vs. Monica, SWV vs. Xscape, and Alicia Keys vs. John Legend.
X has been actively pursuing original programming, signing deals with notable figures like former CNN anchor Don Lemon and sports radio host Jim Rome. However, some of these ventures have faced challenges, such as the cancellation of “The Don Lemon Show” before its debut.
X CEO Linda Yaccarino expressed pride in partnering with Swizz Beatz and Timbaland, highlighting Verzuz as a prime example of innovative content. She believes this collaboration will redefine how consumers engage with entertainment on the platform.
While the partnership has generated excitement among many fans, the association with Musk has also led to skepticism and criticism. Some users have voiced concerns about the implications of supporting a platform where they feel racially targeted.
Despite the mixed reactions, Swizz Beatz and Timbaland remain optimistic about the future of Verzuz on X. They are eager to continue their journey and bring more epic music battles to fans worldwide.
