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Tyla

Tyla Laura Seethal (born January 30, 2002) is a South African singer and songwriter renowned for her fusion of , pop, R&B, and , which has propelled her to global stardom through viral hits and innovative genre-blending. Born and raised in Edenvale, a suburb of , , Tyla grew up in a multiracial family with , , and heritage, reflecting 's diverse cultural tapestry. She began her music career independently, releasing her debut single "Getting Late" featuring Kooldrink on October 25, 2019, which gained traction in South Africa and showcased her early blend of R&B and local sounds. In 2021, following a competitive bidding war, Tyla signed with , marking a pivotal step toward exposure. Her breakthrough came with the 2023 single "," an amapiano-infused track that went viral on , topping charts worldwide including No. 1 on the U.S. Hot R&B Songs chart and peaking at No. 7 on the U.S. , earning her the inaugural Grammy Award for Best African Music Performance in 2024 as the youngest African artist to win a Grammy. Tyla released her self-titled debut on March 22, 2024, via and , featuring 14 tracks including "" and collaborations with artists like and ; the debuted at No. 24 on the and received a deluxe edition in October 2024 with additional songs. In 2025, she continued her ascent by receiving the Impact Award at , being named one of Glamour's Women of the Year, releasing the single "Bliss" in May and the WWP EP in July, and announcing her second studio for later that year.

Early life

Family and heritage

Tyla Laura Seethal was born on January 30, 2002, in Edenvale, a suburb of , . She possesses a mixed ethnic heritage, including ancestry from her paternal grandmother, roots through her mother, influences, and descent via her father. Her family identifies as Coloured, a multiracial category in , which has been a point of discussion regarding her racial identity. Her parents are Sharleen Seethal, of Zulu descent and a talent scout and casting director, and Sherwin Seethal, an Indian-South African of Mauritian origin who works as a finance manager in the insurance industry. Tyla grew up in a modest household on the east side of Johannesburg alongside her three siblings—an older sister named Whitney, a younger brother named Tyrese, and a younger sister named Sydney—whom she describes as her closest friends. From an early age, Tyla was exposed to diverse musical influences within her family, including South African genres such as and house, which her mother and extended relatives encouraged through activities like practice and dance. Her paternal grandmother shared stories of her own competitions, while her aunt taught her belly dancing, fostering a vibrant cultural environment that shaped her appreciation for rhythmic and soulful sounds.

Education and early musical interests

Tyla Laura Seethal attended a predominantly white primary school in , where she experienced insecurity and bullying related to her hair texture and skin tone, which influenced her early self-perception. She later transitioned to Edenglen High School, a more diverse institution, graduating in 2019 as head of culture, a role that allowed her to lead artistic and performative activities. At Edenglen, she actively participated in the school choir and auditioned for talent shows and plays, honing her vocal and performance skills while balancing academics. Following her high school graduation, Tyla initially planned to pursue a degree in , reflecting her parents' emphasis on a stable career path amid skepticism about music's viability in . However, after persistent persuasion—including "a lot of crying"—she convinced them to allow a in 2019 to focus on her musical aspirations, a period later extended due to the . This decision marked her shift from studies to full-time artistic development, though she briefly enrolled before prioritizing . From a young age, Tyla's musical interests were shaped by her diverse heritage, which exposed her to a blend of R&B, pop, and South African sounds during family interactions. As a preteen, she began posting covers of artists like and on , while developing hobbies in singing, dancing—learning belly dancing from her aunt—and performing in school settings. At around age 12, she started songwriting, penning her first lyrics in a diary provided by her mother and experimenting by singing them over beats, often inspired by familial encouragement from her grandmother's own singing competition experiences.

Career

2019–2022: Debut single and national recognition

In late 2019, shortly after completing high school, Tyla released her debut single "Getting Late" featuring producer Kooldrink. The track, self-released initially, fused amapiano rhythms with R&B vocals, capturing attention for its infectious energy and Tyla's smooth delivery. Produced by Kooldrink and Rogan Kelly, it marked her entry into the South African music scene and was later promoted with an official music video in January 2021, which amassed millions of views on YouTube. "Getting Late" achieved significant national success, topping local streaming charts and earning Tyla her first nomination in 2022 for Music Video of the Year. The single surpassed 1 million streams on platforms like within its early years, establishing her as a rising talent in Johannesburg's vibrant music landscape and highlighting her ability to blend global pop sensibilities with African sounds. This breakthrough paved the way for further opportunities, including increased radio play and buzz. In May 2021, buoyed by the track's domestic momentum, Tyla signed a global recording deal with —a division of —through a partnership with FAX Records. The agreement, secured after a competitive bidding process, allowed her to expand her reach while retaining ties to her South African roots. Shortly after, she released the follow-up single "Overdue" in September 2021, featuring and Kooldrink, which leaned deeper into production and reinforced her growing reputation for genre-blending tracks. Tyla continued building her profile with the 2022 single "To Last," a sultry R&B-infused release that showcased her maturing artistry and . During this period, she cultivated a dedicated online presence, growing her following to 1.6 million by the end of through consistent posts of performances, covers, and personal insights, which helped foster a loyal fanbase in ahead of her international expansion.

2023–2024: "Water" breakthrough and debut album

In July 2023, Tyla released "" as the from her upcoming debut album, blending rhythms with R&B and pop elements. The track quickly went viral on , where associated dance challenges and hashtags amassed over 448 million views by October 2023, propelling its global popularity. "" subsequently peaked at number 7 on the US Billboard Hot 100 in January 2024, becoming the highest-charting song by a South African solo artist since Hugh Masekela's "" in 1968—marking the first such entry in 55 years. This breakthrough also led to a remix featuring , released in March 2024, which further amplified its reach across streaming platforms. Building on the momentum of "Water," Tyla released her self-titled debut studio album on March 22, 2024, via FAX Records and Epic Records. The 14-track project included standout songs like "Truth or Dare," "Jump" (featuring Gunna and Skillibeng), and the original "Water," showcasing her fusion of South African sounds with international appeal through collaborations with artists such as Tems, Becky G, and Kelvin Momo. The album debuted at number 19 on the UK Albums Chart and topped the US Billboard Top R&B Albums chart, while reaching top 25 positions in countries including the Netherlands and South Africa. It earned gold certifications in the United States (for 500,000 equivalent units), Canada, France, and several others, reflecting its commercial impact with over 1 billion global streams by mid-2024. Throughout 2023 and 2024, Tyla's rising profile led to high-profile live performances that solidified her international presence. She debuted "Water" on Starring in October 2023, captivating audiences with its infectious energy. Later that year, in December 2023, she performed a medley of "Truth or Dare" and "Water" at the season 24 finale of NBC's , earning praise for her vocal delivery and stage command. In October 2024, Tyla graced the , where she delivered dynamic renditions of "Push 2 Start" and "Water" amid the event's runway spectacle, highlighting her blend of music and fashion. On October 11, 2024, Tyla released the deluxe edition of her album, titled Tyla+, which added four new tracks including the single "Push 2 Start" (sampling Kaliii's 2023 hit) and expanded its sonic palette with fresh amapiano-infused cuts. This version further boosted the album's chart longevity and streaming numbers, debuting at number 30 on the and reinforcing Tyla's breakthrough era.

2025–present: "WWP" EP and second album announcement

In early 2025, Tyla collaborated with Thai rapper and singer on the track "When I'm with You," released as a single on February 28 through Lloud and , marking her first major feature of the year and blending with pop elements for a summery vibe. The song's official , directed by Olivia de Camps, premiered on May 16 and depicted the artists navigating a heatwave, emphasizing themes of connection and , which contributed to its strong streaming performance across platforms. Building on the global success of her debut album Tyla, which established her as a leading voice in , she released the four-track EP WWP (We Wanna Party) on July 25 via FAX Records and , featuring previously issued singles "Bliss" (May 9) and "Is It" (July 11) alongside new songs "" and a collaboration with . The EP's themes centered on empowerment through carefree party anthems, fusing , R&B, and pop production by talents like and Sammy Soso, and was promoted as a high-energy extension of her signature sound. Tyla's single "Push 2 Start," initially released in late 2024, continued its momentum into 2025 with a she co-directed, debuting in January and propelling the track to enter the at No. 88 while topping the U.S. Songs chart for 20 weeks. The song's chart dominance, including peaks on global playlists with over 1.9 million daily streams at its height, underscored her growing international appeal and led to its recognition at the 2025 , where it won Best Afrobeats on September 7. In October 2025, Tyla released the single "," which debuted at No. 1 on the Songs chart, marking her third leader on the tally as of November 2025. In August 2025, Tyla announced her untitled second studio album, slated for a late-year release potentially in October, teasing in interviews that it would delve into deeper personal themes while evolving her sound beyond mainstream pop constraints, recorded across global locations like and . Ongoing promotions for the project, including live performances and teasers, have highlighted her artistic growth, positioning the album as a more introspective follow-up to her debut.

Artistry

Musical style and genres

Tyla's music is characterized by a fusion of , pop, R&B, and , a blend that media outlets have dubbed "popiano." This signature sound draws heavily from the percussive foundations of South African while integrating accessible melodic structures from Western genres. Key elements of her style include the distinctive log drum beats central to , which provide a pulsating, danceable , paired with catchy melodic hooks that emphasize euphoria and movement. Her vocal delivery blends breathy, intimate phrasing with more forceful belts, creating a sultry yet dynamic presence that enhances the rhythmic drive. Over time, Tyla's sound has evolved from an -dominant approach in her initial releases to a more hybridized form incorporating global pop influences such as shimmering synths and trap-inspired beats. This progression allows for broader appeal while preserving the genre's core energy. Her debut album exemplifies this blend, layering modern production techniques over traditional elements. Critics and audiences have praised Tyla for innovating sounds, making them resonate with international listeners and earning her the title "Queen of Popiano." Her work has been noted for bridging cultural gaps, transforming amapiano's local rhythms into a globally accessible format without diluting its authenticity.

Influences and creative process

Tyla's musical influences stem from both local South African artists and international icons who shaped her early appreciation for diverse sounds. As a child in , she discovered the South African group , whose eclectic blend of Afro-folk and pop stood out on the radio, inspiring her initial foray into music with its fresh, boundary-pushing style. She has frequently cited as a major influence, particularly admiring his lyrical flow and ability to blend vulnerability with confidence in storytelling. In 2025 interviews, Tyla highlighted additional influences including and for their pop and vocal prowess, reflecting her evolving appreciation for genre-blending artists. Her creative process emphasizes collaboration and intuition, often beginning in studios where she co-writes with local producers to infuse authentic energy into her tracks. Tyla prefers a dance-first approach to composition, starting with movement and groove to capture the instinctive joy of before layering lyrics, as seen in the virality of her breakthrough hit "," which was propelled by a spontaneous dance challenge she created with choreographer Litchi. Central themes in her songwriting revolve around love and empowerment, intertwined with expressions of African identity, allowing her to explore personal relationships while celebrating cultural roots. Tyla's heritage profoundly impacts her artistry, as she incorporates rhythms and multilingual elements—blending English with phrases—to evoke a and pride in her South African background. This fusion not only honors her mixed , , and Mauritian-Indian ancestry but also bridges global audiences through rhythmic and linguistic playfulness in her . In interviews, Tyla has discussed manifesting her success by visualizing global impact during studio sessions, crediting positive affirmations for turning "" into a worldwide phenomenon despite initial doubts. She also balances vulnerability in her by drawing from personal heartbreaks and family dynamics, using songwriting as a therapeutic outlet to process emotions while maintaining an empowering tone that resonates universally. In 2025, she emphasized rejecting pressures to produce "generic , prioritizing in her second album and "WWP" EP to preserve her African-rooted sound.

Personal life

Relationships and public image

Tyla has no confirmed romantic relationships as of 2025 and has consistently emphasized her single status in public statements. In an April 2025 article on her dating history, Tyla reiterated her focus on career priorities and self-growth, confirming she remains single. She reiterated this in an October 2025 feature on Glamezy, shutting down ongoing rumors and highlighting her commitment to independence. Regarding her views on dating, Tyla has advocated for authentic, low-pressure connections over superficial or fame-influenced romances. She has described ideal partners as relaxed individuals who enjoy simple activities like , stressing that relationships should develop naturally without forced effort. This perspective aligns with her broader emphasis on genuine interactions amid rising scrutiny. Tyla's public image portrays her as a vibrant, authentic figure often dubbed the "Gen Z Rihanna" for her bold fashion, infectious energy, and blend of pop and sounds. She has embraced the comparison as flattering while affirming her individuality, stating in a 2024 interview that "Rihanna is Rihanna... but I'm my own artist. I'm Tyla." Her presence reinforces this by centering and cultural pride, with posts celebrating South African heritage, self-confidence, and fan engagement through dance challenges and personal reflections. To protect her privacy, Tyla actively avoids fueling speculation and limits disclosures about her to thematic elements in her music, such as and . This approach, evident in her swift debunking of rumors like a supposed link with singer Rema in early 2025, allows her to maintain control over her narrative.

Philanthropy and business ventures

Tyla has engaged in several philanthropic initiatives, focusing on and in her native . Following her 2024 Grammy win, Tyla partnered with the Borgen Project and U.S.-based health food store to promote women's and ; in April 2025, she launched the “Bliss ,” with proceeds funding scholarships and training for young . She has also participated in global events such as the 2025 , where her performance helped raise funds for initiatives across . In addition to her music career, Tyla has diversified her income through high-profile endorsements and strategic business partnerships. Her net worth is estimated at $8–10 million as of early 2025, derived primarily from music sales, streaming royalties, live performances, and brand deals. She reportedly earns between $150,000 and $300,000 per show during tours, contributing significantly to her financial growth since her 2023 breakthrough. Notable collaborations include her role in Coca-Cola's Coke Studio campaign, which highlighted her music alongside global promotion, and fashion partnerships with brands like Gap, Nike, and Pandora, where she has served as an ambassador and featured in campaigns emphasizing her Y2K-inspired style. Tyla has further expanded into entrepreneurial ventures, including investments that support her portfolio beyond entertainment.

Discography

Studio albums

Tyla's debut studio album, Tyla, was released on March 22, 2024, through FAX Records and . The project features 14 tracks on its standard edition, blending , R&B, pop, and elements, with production contributions from Sammy Soso, Ari PenSmith, Kelvin Momo, and others. Lyrical themes center on romance, empowerment, heartbreak, and self-discovery, drawing from Tyla's personal experiences of love and growth. The rollout included pop-up listening events in and , alongside the release of "Water" to build anticipation. Album artwork depicts Tyla in a confident pose against a minimalist background, incorporating subtle African-inspired patterns and vibrant colors to evoke her Johannesburg roots. Commercially, Tyla debuted at number 24 on the chart with 24,000 equivalent units in its first week, marking the highest debut for a South African female artist on the ranking. It has since achieved gold certification in the United States, , and for over 500,000 units, as well as platinum status in and . Globally, the album surpassed 500,000 units within months of release, driven by streaming success and international acclaim for its polished production and genre fusion. Critics praised the album's sonic quality, with highlighting its "infectious, club-ready grooves" and innovative integration. In 2025, Tyla announced her untitled second studio , positioned as a more mature evolution from her debut. The project, teased through her "We Wanna Party" (WWP) EP released on July 25, 2025, incorporates tracks like "Bliss" and "Mr. Media" as precursors, exploring themes of personal growth, authenticity, and life's complexities with influences from rap and . Producers involved in early sessions include returning collaborators like Sammy Soso, alongside new inputs recorded in and for a "totally different vibe." Expected for late 2025 release via FAX and , the album promises deeper while maintaining Tyla's signature rhythmic energy.

Extended plays and singles

Tyla released her debut single "Getting Late" featuring Kooldrink on October 25, 2019, independently, which became a national hit, peaking at number one on South Africa's chart and garnering significant regional airplay on stations like . The single's success helped establish Tyla's early fanbase in and led to her signing with in 2021. Prior to her global breakthrough, Tyla issued several non-album singles that showcased her evolving sound. "Been Thinking" (2022) marked her first release under , reaching number 27 on the Rhythmic Airplay chart and receiving airplay across U.S. urban radio, while "To Last" (2022) similarly gained traction in with over 14 million streams, highlighting her roots. These tracks emphasized her vocal versatility and laid the groundwork for her international appeal, though they remained regionally focused compared to later releases. In 2025, Tyla released her second EP, WWP (marketed as We Wanna Party), on July 25 through and , comprising four tracks that experiment with amapiano-pop fusion, R&B, and elements for a concise, party-oriented vibe. The EP includes "Dynamite" featuring , "Mr. Media," "Is It," and "Bliss," with the latter two serving as lead singles that peaked in the top 10 on charts shortly after release. Total streams for the EP surpassed 100 million on within months, driven by strong performance in where "Is It" led with over 40 million streams. The project received praise for its sultry, addictive energy and Tyla's tight melodies, positioning it as a bridge to her anticipated second album. Among her standout non-album singles, "Push 2 Start" (2024) was released as part of the deluxe edition of her debut album TYLA +, blending pop and with themes of mutual desire, and achieved gold in the U.S. by mid-2025 while debuting at number 88 on the Hot 100. However, Tyla's "Water" (2023) stands as an outlier in her singles catalog, certified double platinum in the U.S. by May 2024 and reaching over 350 million views by late 2025, with its viral dance challenge propelling it to number one on the U.S. Songs chart and significant global . Other singles like "Getting Late" and "Been Thinking" contributed to her regional dominance through consistent on and U.S. stations, underscoring her growth from local sensation to international artist.

Tours and live performances

Tyla Tour (2024–2025)

The Tyla Tour served as the South African singer's debut headline , promoting her self-titled debut studio , TYLA (2024). The tour began on December 5, 2024, with a performance at the Grand Arena in GrandWest, , . It featured over 40 shows across , , and , concluding on June 6, 2025, at the in Flushing Meadows Corona Park, , . Originally scheduled for an earlier 2024 start, the tour was postponed due to Tyla's , with rescheduled dates announced in late 2024 to accommodate her recovery. Tyla's setlists emphasized tracks from her debut album, including fan favorites like "Water" and "Truth or Dare," alongside earlier singles such as "To Last" and "Jump." Performances incorporated lively fan interactions, with Tyla often engaging the audience through call-and-response segments and impromptu dances inspired by amapiano rhythms. Stage designs highlighted vibrant amapiano aesthetics, featuring dynamic visuals of South African township scenes, log drum patterns, and colorful LED projections that synced with the music's percussive elements. The tour received widespread critical acclaim for Tyla's high-energy delivery and ability to blend with global pop appeal, drawing diverse crowds that reflected her rising international fanbase. Many dates, particularly in , sold out rapidly, prompting an additional show in on January 18, 2025, due to overwhelming demand. Reviews praised the electric atmosphere and Tyla's charismatic stage presence, though some noted minor critiques on vocal consistency during high-movement sequences. Arenas like SunBet Arena in hosted packed audiences of up to 20,000, underscoring the tour's commercial success. Support acts varied by region, with a focus on emerging talent during continental stops; in , performers included amapiano DJ Kelvin Momo, singer-songwriter Daliwonga, Optimist, and electro-amapiano artist Ez Maestro. These local openers added cultural depth, often joining Tyla for collaborative moments that celebrated musical heritage.

We Wanna Party Tour (2025–present)

The We Wanna Party Tour is the second headlining by South African singer Tyla, launched in support of her We Wanna Party (2025). Announced on August 1, 2025, via social media platforms including X (formerly Twitter), the tour's initial leg focuses exclusively on , commencing on November 11, 2025, at Ariake Arena in , . Subsequent stops include , , on November 14; on November 23; , , on December 3; on December 6; and additional dates in through early December 2025. The Asia leg emphasizes cultural exchange, with Tyla highlighting her excitement for connecting with diverse audiences through her -infused performances during promotional interviews. The setlist centers on tracks from the We Wanna Party EP, including "Bliss," "Is It," "Dynamite" (featuring ), and "Mr. Media," blended with fan-favorite hits from her debut such as "Water" and "Truth or Dare." Promotional materials and previews suggest interactive elements, like audience participation in dance routines inspired by her signature choreography, to foster an energetic, communal atmosphere at each show. Plans for expansion include potential legs in and in 2026, with rumors circulating of arena dates in major U.S. cities and festival appearances such as AfroNation, building on the tour's momentum. Reception has been overwhelmingly positive, marked by record-breaking ticket sales that position Tyla as the first African artist to sell out headlining arena concerts in ; the opening shows in and sold out rapidly, with the Tokyo performance featuring remixes of tracks by and that energized the crowd. outlets have praised the rapid sell-outs as evidence of her growing global fanbase, with coverage emphasizing her role in expanding African pop's reach in the region.

Awards and nominations

Grammy Awards

At the 66th Annual Grammy Awards held on February 4, 2024, Tyla won the inaugural Best African Music Performance award for her single "Water," marking her as the first recipient in this newly introduced category. This victory also made her the youngest African artist to win a Grammy at age 22 and the first South African solo artist to achieve this honor since the awards' inception. In her acceptance speech, Tyla expressed astonishment at the win, stating, "I never thought I'd say I won a GRAMMY at 22 years old," while crediting divine intervention for changing her story and thanking her family, noting, "I know my mother's crying somewhere in here." She emphasized the significance of the award for African music , highlighting its in elevating the genre on a global stage. Tyla received no nominations at the 67th Annual Grammy Awards in 2025. However, on November 7, 2025, she earned a nomination for Best African Music Performance at the 68th Annual for her single "Push 2 Start," placing her alongside nominees like and . This marks her second nomination in the category, underscoring her continued impact in African music following the breakthrough success of "."

MTV and other international awards

At the 2024 MTV Europe Music Awards, held on November 10 in , Tyla secured three major victories, including Best Afrobeats, Best R&B, and Best African Act, marking her as the first South African artist to achieve such a sweep at the event. These wins highlighted her rising influence in blending , R&B, and elements, with her performance of "Water" and "Push 2 Start" captivating the audience during the ceremony. The following year, on September 7, 2025, at the in , Tyla claimed the Best Afrobeats award for her single "Push 2 Start," edging out competitors like and in a category that underscored the global surge of African music. This victory, her second Moonman overall, followed a prior VMA win for "Water" in 2024 and reinforced her status as a leading voice in on international stages. Beyond MTV, Tyla's accolades include the Best International Act at the 2024 , where she also took home Best New Artist, celebrating her breakthrough from to worldwide charts. At the 2024 , she won four honors, with multiple categories recognizing the impact of "Water," including its role in elevating globally. By November 2025, these and other international recognitions had amassed over 20 wins for Tyla, contributing to a notable boost in her streaming metrics, such as "Push 2 Start" exceeding 350 million plays post-VMA.

Filmography and media appearances

Television performances

Tyla's breakthrough in international television began with her U.S. debut on Starring on October 24, 2023, where she performed her hit single "," marking her first major exposure on American and transitioning her from South African radio prominence to global audiences. This appearance highlighted her amapiano-infused pop style and energetic , captivating viewers and boosting the song's viral momentum. Later that year, on December 19, 2023, Tyla delivered a dynamic medley of "" and "" at the season 24 finale of , accompanied by dancers in a high-energy set that showcased her vocal range and stage presence during the live broadcast on . In 2024, she continued her television momentum with a choreographed rendition of "ART" on on April 9, promoting her self-titled debut album with a performance that emphasized her artistic evolution. In 2025, Tyla's TV appearances expanded to include major award shows and events. She won the Best award for "Push 2 Start" at the on September 7, further solidifying her cross-genre appeal. On September 27, 2025, she took the stage at the , broadcast live, delivering high-energy renditions of tracks like "," "," and "MR. MEDIA," which underscored her commitment to global causes through music. Earlier in March, at , she performed "PUSH 2 START," celebrating her rising influence in the industry. Beyond performances, Tyla has engaged in notable television interviews addressing her heritage and career breakthrough. In discussions highlighted by coverage, she elaborated on her mixed Coloured South African identity—encompassing , , Mauritian, and roots—emphasizing how it shapes her music and rejecting simplifications of her background amid cultural debates. These conversations, often tied to her U.S. rise, illustrated the complexities of racial identity in post-apartheid and her navigation of international perceptions.

Music videos and endorsements

Tyla's music videos are known for their vibrant visuals and incorporation of elements, particularly drawing from influences. The official music video for "," released in October 2023, was directed by . and co-directed by C&P, featuring sensual by South African dancer Litchi Hlungwani that emphasizes fluid, water-inspired movements rooted in local dance traditions. The video's bold color palette and dynamic sequences propelled it to viral status, amassing over 350 million views on and sparking a global dance challenge that highlighted South African cultural motifs. In 2024, Tyla released the music video for "Push 2 Start," directed by American filmmaker Aerin Moreno, which adopted an urban chic aesthetic with sleek urban settings and confident, rhythmic choreography blending contemporary and styles. The video, showcasing Tyla in high-fashion attire amid cityscapes, quickly gained traction, reaching over 119 million views on within its first year and contributing to ongoing trends inspired by her discography. Tyla has secured several high-profile endorsements that align with her global rise. In 2024, she partnered with for their campaign, targeting African markets and leveraging her music to promote the brand's cultural initiatives. That same year, she performed at the , generating an estimated $2 million in media impact value through her medley of "" and "Push 2 Start," which underscored her influence in fashion and entertainment crossovers. By 2025, Tyla expanded her brand affiliations with , fronting the Air Max Muse Fall campaign as a creative partner, and with , launching a limited-edition jewelry charm that reflected her personal style and cultural heritage. These collaborations have amplified her visual storytelling, with videos and campaigns driving sustained engagement on platforms like .

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