The new face of Afro-pop, this Jozi singer is set to take over the music world, 40 weaving soulful melodies that ripple through the waters of contemporary soundscapes
Her breakout single ‘Water’ went viral on TikTok, along with a dance challenge that crossed every ocean. She went from being popular on social media to doing international interviews and performing on The Tonight Show and in Times Square, New York, for New Year’s Eve. Plus, ‘Water’ has been certified platinum by the Recording Industry Association of America. This is the ripple effect of the ambition of Tyla Seethal.
Born and raised in Johannesburg, Tyla signed with Epic Records in 2021 after the local success of her 2019 debut single ‘Getting Late’. Many of us found ourselves at clubs and parties thinking, “Who sings this?” while hitting our signature Mzansi dance moves.
“A lot of the time when I make music I get excited, because I love it, but you never really know how people will react. But when I finished ‘Water’, I felt in my spirit that it was going to be crazy. It sounds very dramatic, but I literally had a dream where I was watching my Spotify streams climb by the second, and this was before the song started doing well. I don’t know… maybe I have a superpower because I saw it in a dream,” she told Trevor Noah in Interview magazine.
Slow Burn
Tyla began writing songs at 12 years old and her ambition flourished in high school when she decided to take her songwriting and singing more seriously. After ‘Getting Late’, her single releases accelerated; ‘Been Thinking’ earned a place on the Billboard Mainstream R&B/Hip Hop Airplay chart and a performance at the Dolce & Gabbana Spring/Summer 2023 after-party. Her potential was undeniable, and she was chosen as the opening act for the European leg of Chris Brown’s ‘Under the Influence’ tour in early 2023, where her vocal and dance prowess complemented that of the R&B veteran. Then came that breakthrough hit, ‘Water’, on 28 July 2023; by the end of October it had reached 100 million streams.
Still on the Billboard Hot 100, Tyla is the youngest South African and first South African solo artist to make the chart since legendary Hugh Masekela 55 years ago. In December last year, she announced her much-anticipated EP, Tyla – a festive treat of five tracks, including the ‘Water’ remix featuring Travis Scott.
Local is Lekker
Tyla’s music style is a blend of pop, R&B and amapiano, and thanks to ‘Water’ and its TikTok dance challenge, she has become a driving force for amapiano. The genre has elements that represent the heart and soul of Soweto, and has been used by multiple artists, locally and internationally, as a way to gain popularity. However, Tyla is deeply connected to the genre because of its effect on her culture in Jozi.
“It’s not just a cool sound. It’s culture. It’s struggle music. It’s music that brought us through a lot,” she told American broadcaster NPR.
Besides amapiano, her performances are deeply rooted in South African culture – from her dance moves to the facial expressions she shows. ‘Water’ may have taught the world how to groove with bacardi, but soon Americans will be doing their own attempts at gwara gwara, too.
Linen Moves
The fashion brand Gap, known for its laid-back basics and denim at affordable prices, was huge in the 90s and early 2000s, featuring iconic advertising campaigns with catchy jingles and celebrities. In the past decade it’s battled for relevance, but Tyla has revived the brand through her first-ever fashion campaign for Gap’s new Spring 2024 ‘Linen Moves’ collection. In a video showing her dancing to Jungle’s groovy hit ‘Back on 74’, she’s seen in flowy tan cargo pants and a matching crop top – a staple in her personal wardrobe. The linen outfits resemble the effortless street style and easy-going nature of South Africa.
What the Heck?!
Tyla’s iconic exclamation on this year’s Grammy Awards stage after winning Best African Music Performance for ‘Water’ is etched in our minds. It was introduced as a new category this year, so Tyla is the first-ever artist to win it. As she stepped onto the stage, she radiated humility and gratitude, giving a heartfelt thanks to her fans (‘Tygers’), family and team. All the while, her South African humour and accent was on show. She is also the youngest South African Grammy winner.
“This is crazy. I never thought I’d say I won a Grammy at 22 years old,” she said in her speech. Pointing to the audience, she added: “I know my mother is crying somewhere in here.”
What Next?
An injury caused Tyla to cancel her much-anticipated world tour, but she remained in high spirits on social media, posting her excitement about her album until its release in March.
The chart-topping album of 14 tracks, simply called Tyla, ticks every box; the intro takes listeners onto the dance floor, while ‘No.1’ (featuring Tems) and ‘Safer’ are perfect road-trip tunes. Tyla was most excited for people to hear ‘Jump’ – which features the line: ‘They never had a pretty girl from Joburg.’ (The song will no doubt have haibo listed on the most-used slang terms of 2024 around the world.)
As she always shouts out to her Tygers, we’re saying, “Tyla go wild!” as she keeps making the biggest splash.
Keep up with Tyla
Instagram: @tyla
Tiktok: @tyla_
X: @Tyllaaaaaaa
Words by: Sahrah Enous
Photo: Gallo/Getty Images
