Nearly two years since the last Verzuz battle, R&B and hip-hop impresarios Timbaland and Swizz Beatz have signed a distribution deal to relaunch the streaming battle series on X.
The Verzuz co-founders, who maintain ownership of the platform, will stream future Verzuz events on X for free, they announced Wednesday along with X owner and Tesla CEO Elon Musk. The trio made the announcement during the Cannes Lions conference in France, posting several celebratory images from a yacht to mark the occasion, as well as the Juneteenth holiday.
“Life begins at the end of your comfort zone!!!” Timbaland and Swizz Beatz wrote in a joint post on X and Instagram, the latter of which is where the streaming series debuted in 2020 during the COVID-19 pandemic.
“Verzuz is back and 100% black-owned again,” the couple said in the post, noting, “We will also be building new entertainment businesses on the X platform!! …Never give up on your dreams or your company 🤲🏾 Happy 19th.”
Earlier this year, Swizz Beatz and Timbaland reacquired Verzuz from their previous partner, Triller, which took over in 2021. The producers had sued the Los Angeles entertainment company for breach of contract and then, in 2022, settled a of several lawsuits with Triller over allegations. that the company owed them and their business partners money.
The Grammy-winning music producers described their new independent distribution deal with X as a “mutually beneficial alliance.” Swizz Beatz and Timbaland are said to maintain full ownership and creative control over Verzuz, while retaining their equity (along with the artists who participated in Verzuz). X will receive exclusive distribution rights, according to the announcement, according to Variety and the Associated Press.
The company estimates it can now expand its audience and international reach by streaming to an audience of more than 550 million active users, Variety said. X has more than 300 million monthly active users.
“We are beyond thrilled to have found the best partner for Verzuz,” Swizz Beatz said in a statement. “Not only are we excited to have Verzuz on X, but we're also excited to help X build the largest entertainment company in the world.”
Swizz Beatz also thanked Musk and Team X “for believing in the vision of Verzuz. “We can’t wait to get to work.”
Calling
The latest Verzuz battle pitted R&B singer Omarion against Mario on June 23, 2022. The web series launched in March 2020 with a showdown between creators Timbaland and Swizz Beatz.
Verzuz has since featured lyrical showdowns between the late rapper DMX and Snoop Dogg, Ludacris and Nelly, and has expanded beyond the hip-hop genre. Other good-natured confrontations have worked to resolve disputes or unite old rivals. The battles, which began on Instagram Live and evolved into in-person battles in front of audiences, featured Brandy and Monica, SWV and Xscape, Jill Scott and Erykah Badu, 112 and Jagged Edge, Bobby Brown and Keith Sweat, as well. like a memorable June 16 piano duel between Alicia Keys and John Legend.
The Musk-owned tech company has been pursuing original programming on the social media platform lately, announcing in January that it had made content deals with former CNN anchor Don Lemon, former congresswoman Tulsi Gabbard and former Fox Sports host and sports radio personality. Jim Roma. However, in March, Musk pulled the plug on “The Don Lemon Show” before it even debuted after Lemon and the mercurial billionaire clashed during their interview.
X CEO Linda Yaccarino said in a statement that “X is very proud to partner with pioneering creators, artists and entrepreneurs” Swizz Beatz and Timbaland.
“Our platform is at the forefront of innovation and Verzuz defines the essence of an innovative content experience,” said Yaccarino. “As we continue to work with the most exciting voices to bring premium content to X, there is no better option than this series. “Together we will redefine how consumers interact with their favorite entertainment, one Verzuz at a time.”
Wednesday's announcement, however, was met with skepticism by several fans, who took to X and the comments section of the Instagram announcement to criticize the parties involved for “this lame, sell-out energy.”
“Uhhhhhhhhhhhhh WHO’S GOING TO TELL YOU???” wrote Food Network personality Sunny Anderson.
“Fire your marketing team. Announce our partnership with Elon on June 16? 🙄,” another user wrote.
“Well, it was fun during the pandemic. Cherish those memories, I guess🤷🏾♂️,” added WGN reporter Glenn Marshall Jr.
“Announcing your partnership with Apartheid Baby on June 16 is not a flex,” another user wrote, “and on a boat at that 😩🤦🏾.”
“I mean, Verzuz is still black-owned, but in order for black people to watch it, we all have to flock to a platform where we are being racially attacked. Now I can see the racism in the comments 🤦🏾♀️,” wrote another.
The Associated Press contributed to this report.
