Tyla’s Takeover Begins Now
By the time Tyla could navigate the internet on her own, the Gen Z artist was uploading pop song covers on YouTube. Given her present-day viral success, those tweenage videos—in which she sports a “Wanna make rock?” graphic tank top—seem almost prophetic. “Since a young age, I have been on social media. It has been something that is so natural to me,” the singer-songwriter tells Harper’s Bazaar from her hometown of Johannesburg, South Africa.
“Ever since I could remember, I always gravitated toward music and dance. I loved watching artists on TV,” she says. “I just always saw myself there.” Tyla’s vision for herself was apparent from the start, even if the masses were slower to catch on. Her breakthrough debut music video, “Getting Late,” showcased her now-signature dance moves, garnered millions of views, and gave her the notoriety every new artist needs.
With a buzzing single and burgeoning TikTok following (she can reach over 100 million views on just one post), Tyla soon found herself signing a joint contract with Flourish and Multiply (FAX) and Epic Records. Within a few years, she had toured with industry peers across Europe and the Caribbean and released a handful of new songs, like “Girl Next Door” with Ayra Starr. Finally, she reemerged this summer with her first certified hit, “Water.” Its infectious chorus—“Make me sweat, make me hotter / Make me lose my breath, make me water”—became inescapable, strengthened by fellow African choreographer Litchi’s TikTok #WaterDance challenge. Their trending routine has exceeded 554 million views on the app, driving eyes toward the singer’s Bacardi-inspired twerks and the place Tyla is proudest of: South Africa.
“Where I am from is everything. It is who I am. It is my sound. It is the way I dance. It is the way I talk,” she says. “South Africa is literally me as an artist. I am bringing it wherever I go.”
Her consistent emphasis on where she comes from and her intonation have drawn comparisons to Rihanna’s 2005 debut, Music of the Sun, with some supporters even dubbing Tyla the Barbadian superstar’s “daughter.” It is evident that Tyla has studied the billionaire musician and mogul’s blueprint, and she credits Rihanna as one of her biggest inspirations. The “Water” music video was filmed in the Caribbean, and any likeness noted between the two performers is presumably one of the best compliments the newcomer could receive concerning her potential longevity.
As the South African house variant amapiano gains popularity, Tyla and her cross-genre catalog strive to center the beauty of her Coloured heritage and African music for supporters of all backgrounds. When we discuss what she wants her growing fan base to know, her reply is straightforward: “I want them to know about our culture in general and our source. The music is not just music to us. It is very spiritual for us … Good music is a part of us. Realize this.” There is conviction in her voice, and she takes a moment to point toward other talents she is “always listening to” from her continent—namely, her countryman and collaborator Kelvin Momo, as well as Nigerian singer-songwriter Wizkid.
Like many, Tyla is also a self-proclaimed Tems stan. In a recent radio interview, she acknowledged the origin of her inspiration: “She’s an African woman. She’s killing the game. Like, globally. Everybody loves her. … She’s just becoming a role model for other African female artists.” In an industry that thrives on pitting women in music against one another—especially Black women—Tyla and Tems’s mutual admiration is crucial. It’s a reminder there is room for everyone.
Beyond the two singers’ shared love for African artistry is a new experience in common: Both are nominated for the forthcoming 66th Annual Grammy Awards. The occasion marks Tyla’s first nomination in the Best African Music Performance category, for “Water.” Though the amorous song currently sits atop Billboard’s U.S. Afrobeats Songs Chart, less well known than the vocalist are her powerhouse collaborators: Sammy Soso, who did production work, and contributing writer Tricky Stewart. (The latter has worked with icons like Beyoncé, Britney Spears, Mary J. Blige, Rihanna, and Mariah Carey.)
Portions of her debut LP have been recorded in multiple countries, including the United Arab Emirates, Nigeria, the United Kingdom, Ghana, and the United States. That global influence permeates her upcoming album, set for release in 2024. Tyla’s new songs—“On and On,” “Truth or Dare,” “Butterflies,” and the “Water (Remix)” with Travis Scott—are available now for fans who preorder her upcoming self-titled album. Her airy voice floats above melodies, detailing how love went wrong and the joy of finding someone new. She is clearly well on her way to the global stardom she’s striving for.
Her diverse approach to production and choice of collaborators ultimately fuel what she considers her “popiano” sound, a fusion of pop and amapiano influences, such as kwaito music. “I just love mixing R&B and pop with African production. That is my favorite type of music,” Tyla says.
Though celebrated for her bubbly persona on social media, there is greater depth to her budding talent—this musical moment has been years in the making. Tyla scripts her videos’ storyboards, is hands-on with her stylist, pens songs from personal experiences, and more importantly, understands the value of teamwork. “Obviously, I enjoy doing things by myself. But I always find that I enjoy collaborating with people. I enjoy those sessions more. It is more creative. I am able to bounce [ideas] off of people. Then, people can bounce off of me,” she says. “I love getting inspiration and sharing where I am from and things about my life and culture.”
The person most responsible for instilling these values in her also helped establish the breezy style that launched Tyla’s career—it was her mother. The singer would raid her mom’s closet as a tyke, hoping to emulate her beauty. “I love fashion … I would wear all my mother’s clothes, heels, shoes, and everything. I would model for my family … I really grew up looking up to my mother and loving the way she carried herself,” she says. While brand names are not yet a major focal point for her at this stage, being put together is. As with her music, Tyla’s style is more concentrated on execution than anything else. So far, the performer has worn looks from Gen Z–adored brands Di Petsa and Blumarine, which have caught fans’ attention. As we have learned over the years, fashion is nearly as vital in building a superstar as music.
That sentiment was showcased on social media recently through a snippet of her video for “Truth or Dare,” filmed in Jamaica, with creative direction from Thato Nzimande. The single’s emphasis on how exes play themselves only to regret it later carries weight with Tyla’s audiences. The lyrics (“So, let’s play truth or dare / Dare you to forget / That you used to treat me just like anyone”) remind listeners that women with their own things going on are at liberty to hold romantic partners accountable.
Tyla confirms that she writes about what she is familiar with. “A lot of the new songs I relate to,” she says. “With my songs, I just do storytelling … I do find myself in all the music that I make.” Her eyes are set on having it all, and why not?
She is not afraid to voice what she wants out of fame. “I want to become the biggest pop star and to advocate for Africa and African music wherever I go. That would make me feel like I have made it,” she says. Among her dream collaborators are Rihanna, PartyNextDoor, Drake, and Blackpink, to name a few. Her passion and purpose have led her this far, and will continue propeling her forward.
As she puts it: “I am so ready for everything that is to come.”
You Might Also Like
