Tyla Shines as Rising Star in Music and Entertainment
South African singer Tyla has emerged as one of the brightest new talents in global music and entertainment. Since her breakout hit “Water,” she has become not just a local sensation, but an international phenomenon, steering a new wave of African music into the mainstream. With her latest single “IS IT” attracting global attention, a dynamic presence on streaming and social platforms, and major award wins and festival performances on the horizon, Tyla is writing a new chapter for women and African artists in the industry.
Breakthrough and Rapid Ascent
Tyla’s journey from Johannesburg to global stardom began with the viral success of her debut single, “Getting Late,” released in 2019. Produced alongside South African DJ Kooldrink, Tyla’s first track gained traction through creative, self-produced visuals, eventually earning the South African Music Award for Best Music Video in 2022. This initial success led to a deal with Epic Records, placing her among the few South African artists to secure a major international contract.
Her subsequent single, “Water,” marked Tyla’s official arrival on the world stage. Blending contemporary pop sensibility with the distinctly South African sound of Amapiano, “Water” not only stormed up the Billboard Hot 100 charts—peaking at number 7—but also went viral through social media platforms like TikTok, propelled by a dance challenge and high-profile remixes featuring stars such as Travis Scott and DJ Marshmello. The track ultimately earned her the historic win for Best African Music Performance at the 2024 Grammy Awards, making her the youngest African artist ever to receive this honor.
Artistic Style and Cultural Impact
One of Tyla’s defining characteristics is her commitment to authenticity. Drawing inspiration from her South African roots, her music interweaves local genres such as Amapiano and elements of Zulu slang with global pop and R&B influences. Tyla’s debut album, released in March 2024, showcased this fusion, with standout tracks combining energetic rhythms, modern R&B vocals, and poignant lyrics. Her artistic direction extends to her stagecraft, where she integrates nods to South African history—her performances have included visual references to apartheid-era shebeens, celebrating the resilience and culture of her homeland.
Tyla’s intentional amplification of African music, especially Amapiano, on the international stage challenges the notion that African artists are limited to “Afrobeats.” She continues to educate new audiences on the diversity of contemporary African music and advocate for broader representation.
Global Recognition and Major Performances
Tyla’s impact has not gone unnoticed by the industry’s gatekeepers. She has collected an impressive array of awards—including trophies from the BET Awards, Billboard Music Awards, MTV Video Music Awards, and the prestigious Impact Award at the Billboard Women in Music 2025 event. She was also recognized by Variety as one of the 2025 Power of Young Hollywood Honorees, solidifying her position alongside international peers like Finn Wolfhard and Sam Nivola.
Her festival appearances and live shows have further cemented her appeal. In 2025 alone, Tyla is scheduled tomajor venues, including the Global Citizen Festival, where she will perform alongside The Weeknd, Shakira, Ayra Starr, and Mariah the Scientist. Negotiations are reportedly underway for a performance at the MTV VMAs, potentially putting her on the same stage as Cardi B, Doja Cat, and Sabrina Carpenter. Her recent “We Wanna Party” event in Brixton, London, drew significant attention for its electrifying atmosphere and her naturally vibrant stage presence.
Additionally, Tyla’s debut on Twitch illustrated her keen understanding of digital engagement, as her interactive livestreams brought her personality to fans around the globe, strengthening the bond with her growing and active fanbase—the #Tygers.
Economic Impact and Industry Influence
Tyla’s success has reverberated beyond her personal achievements. Her ability to blend African music with global trends has contributed to a surge in interest for South African genres, influencing playlists and radio rotations worldwide. This wave of attention has economic implications, stimulating international investment in African artists, record labels, and infrastructure. Her partnership with Epic Records was a landmark event for the South African industry, opening doors for future talent seeking global exposure.
For brands, event promoters, and streaming platforms, Tyla’s youthful fanbase and digital savvy represent remarkable new market opportunities. Her viral moments, merchandise traction, and branded social challenges have provided effective case studies in contemporary music marketing. Her inclusion in prominent festival lineups and awards shows has also bolstered event ticket sales and live streaming engagement.
Historic Context: African Women in Music
Tyla enters the global stage at a pivotal moment for African and female artists. Historically, female performers from Africa have faced systemic barriers to international success due to limited access to resources, networks, and representation. Recent years, however, have seen a shift: women like Burna Boy's protege Tems, Nigeria’s Ayra Starr, and Tyla herself have become beacons of opportunity, highlighting Africa’s vast creative output.
As a Black woman in music, Tyla remains mindful of these challenges. She has spoken candidly about the pressure to prove herself “not just as an artist, but as a woman in this industry,” and her receipt of the Billboard Impact Award stands as a symbol of resilience and progress. The award itself, and others like it, reflect a broader industry reckoning with representation—events such as the Billboard Women in Music and the increasing visibility of mentorship programs for female talent have created necessary platforms for voices once marginalized.
Regional and International Comparisons
Regional comparisons help underscore Tyla’s unique trajectory. While South Africa boasts a rich musical history, relatively few artists have transitioned from national to global stardom as quickly as Tyla. For decades, the country’s most prominent exports, such as Miriam Makeba and Ladysmith Black Mambazo, were celebrated for traditional and world music, often tailored for Western audiences. Contemporary stars like Tyla and Sho Madjozi are redefining narratives by exporting modern South African sounds, such as Amapiano and Gqom, to global charts.
Internationally, Tyla’s rise mirrors the trajectory of other breakthrough artists who combine local authenticity with global ambitions—for example, Billie Eilish in the US, Dua Lipa in the UK, or Nigeria’s Tems. However, Tyla distinguishes herself by making African culture central to her global appeal, rather than merely an influence.
Digital Footprint and Public Engagement
Tyla’s strategic use of digital media has been pivotal to her growth. She has maximized engagement through platforms such as Instagram, TikTok, and Twitch, building a direct dialogue with fans. Her fan community, the #Tygers, demonstrates the new reality of fandom in the streaming era—active, participatory, and organized. The “fan army bracket” phenomenon, in which #Tygers rally to win online competitions, has further amplified her visibility and signals a new model for artist-fan relations.
The public response to Tyla’s achievements has been one of excitement and pride, particularly in South Africa, where her success represents broader progress and visibility for African talent.
Looking Forward: The Future of Tyla and African Music
With her upcoming performances, international collaborations, and a rapidly expanding discography, Tyla is poised to sustain and even accelerate her upward trajectory. The anticipation for her forthcoming album releases and high-profile festival slots remains palpable across music forums and news media.
Industry observers note that Tyla’s continued success will likely inspire record labels to further scout for African talent, invest in regional infrastructure, and promote cross-continental collaborations.
Conclusion
Tyla's journey from Johannesburg to’s stages of the world marks a transformative moment in music and entertainment. With a sound rooted in South African culture but crafted for global resonance, Tyla not only entertains millions but also acts as an ambassador for African creativity, women’s empowerment, and generational change. Her influence is expected to ripple outward, changing not just charts, but industry practices in the years to come.