Hit maker Timbaland producing music for fitness brand Zumba

FILE - In this June 25, 2015 file photo, Timbaland arrives at the 2015 ASCAP Rhythm & Soul Awards in Beverly Hills, Calif. The hitmaking producer is crafting songs for STRONG by Zumba, a new non-dance inspired workout focusing on high-intensity interval training, bodyweight exercises and strength training paired with music to match every move.(Photo by Chris Pizzello/Invision/AP, File)

Hit-making producer Timbaland is used to people dancing to his beats at nightclubs, and now fans will get a chance to move to music he specifically designed for working out through a new partnership with Zumba

NEW YORK — Hit-making producer Timbaland is used to people dancing to his beats at nightclubs, and now fans will get a chance to move to music he specifically designed for working out through a new partnership with Zumba.

The man behind hits for Justin Timberlake and Jay Z is crafting songs for STRONG by Zumba, a non-dance-inspired workout that focuses on high-intensity interval training, bodyweight exercises and strength training paired with music to match every move.

"I've always been into fitness, and music is a big part of exercising for me, and I feel like STRONG by Zumba was a great way — with my edge, my music style — to put it together," the 44-year-old Grammy winner said in an interview Tuesday.

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.

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.

____

AP reporter Kelli Kennedy in Miami contributed to this story.

____

Online:

http://www.timbalandmusic.com/

https://www.strongbyzumba.com/

Related News

Hamburg clinches Bundesliga survival, Dortmund finishes 3rd

May 20, 2017

Luca Waldschmidt scored one day after his 21st birthday for Hamburger SV to clinch Bundesliga survival with a late 2-1 win over Wolfsburg on the final day of the season Saturday.

A band apart: Special-needs musicians aim for world stage

Mar 31, 2017

A New York group of flag wavers, rifle twirlers, drummers and other musicians may look like any other marching band at first glance

Rapper DMX busted on tax fraud charges

Jul 14, 2017

Rapper DMX has been arrested in New York on federal tax fraud charges

You may also like these

Hamburg clinches Bundesliga survival, Dortmund finishes 3rd

May 20, 2017

Luca Waldschmidt scored one day after his 21st birthday for Hamburger SV to clinch Bundesliga survival with a late 2-1 win over Wolfsburg on the final day of the season Saturday.

A band apart: Special-needs musicians aim for world stage

Mar 31, 2017

A New York group of flag wavers, rifle twirlers, drummers and other musicians may look like any other marching band at first glance

Rapper DMX busted on tax fraud charges

Jul 14, 2017

Rapper DMX has been arrested in New York on federal tax fraud charges

About Me

Enter Hollywood, the central informative hub of the world’s prime entertainment capital. We provide only the latest, juiciest and hottest news about your favorite celebrities 24/7.

Contact us: sales@enterhollywood.com