Timbaland ascended to the top of the pop industry in the late '90s, impressively balancing his in-demand hitmaking abilities with his outlandish production style. Few rap producers were capable of such a balance between commerce and craft. Timbaland produced an endless list of hits, primarily for a select group of affiliates (Missy Elliott, Aaliyah, Jay-Z, Ginuwine) though also for a number of other A-list artists (Ludacris, Snoop Dogg, Nas, Justin Timberlake). Even so, he always infused a remarkable sense of individuality and creativity into his productions. When you hear a Timbaland production generally there is no mistaking it for anyone else's work: stuttering bass-heavy bounce beats offset resounding high-end synth stabs, all of this often complemented by his own signature-like quiet murmuring beneath the track; and no sampling. However, over time Timbaland began taking an increasingly assembly-line approach to production, working with a team of co-producers and songwriters including Nathaniel "Danjahandz" Hills, the Clutch, and Justin Timberlake. Plus, he began producing an increasingly wide array of acts, ranging from alternative icons Björk and M.I.A. to MOR pop/rockers the Fray and Ashlee Simpson.