Renowned US music producer and hip-hop artist, Timbaland, has joined the ranks of well-known rappers venturing into the UK investment landscape. His latest move involves endorsing a burgeoning music and fashion startup focused on crafting exclusive limited-edition vinyl records and related paraphernalia.
Timbaland has secured a minority stake in London-based 12on12, a company spearheaded by UK entrepreneur Claudia Moross. The firm curates premium records accompanied by artist-designed sleeves, as well as a line of clothing and accessories. While the exact stake size and investment figure remain undisclosed, Timbaland’s participation reflects a growing trend of artists branching out into alternative investment domains.
Standing for “12 tracks on a 12” vinyl,” 12on12 has garnered attention not just from Timbaland but also from another influential hip-hop producer, Swizz Beatz, who is married to the renowned American singer-songwriter Alicia Keys. The startup’s offerings consist of limited-edition pieces boasting distinctive artwork and are priced at up to $500 each. Sales predominantly occur through online platforms and pop-up locations.
The upsurge in vinyl sales has captured the attention of enthusiasts often dubbed as “superfans,” a trend acknowledged by a recent report by Luminate, an entertainment industry data provider. The report noted a surge in direct-to-consumer sales from artists’ stores and underlined the significant role superfans play in the vinyl market’s growth.
Timbaland’s insight aligns with this phenomenon, as he stated, “I feel like vinyl is almost like a Michael Jordan baseball card. This is something that has more meaning today than it had yesterday. It’s a rare thing. And fandom is such a big thing right now and I feel like people want exclusive, exquisite things.”
12on12’s collaborative endeavors have extended to personalities like the burlesque singer Dita von Teese and rapper Travis Scott, in conjunction with fashion brand Saint Laurent. The venture has effectively bridged the realms of music, fashion, and art, with an eclectic mix of offerings designed to captivate the 16 to 30-year-old demographic—the primary buyers of vinyl in today’s digital age.
Timbaland’s attraction to this venture is tied to the revival of vinyl’s popularity and its nostalgic allure. “When I used to get vinyl as a kid, I couldn’t wait to go home and put on a record and play. My parents always told me: life repeats itself. Vinyl was a big part of the music world; people love sitting looking at record covers. Everything that we used to love as a kid, our kids love,” he reflected.
Moross concurred, shedding light on the metamorphosis of their venture: “We started a purely vinyl-based business, but it’s really expanded into the intersection of music, fashion, and art. The biggest buyers of vinyl are 16 to 30-year-olds. They were born into a digital download era.”
