BBC Sound of 2024: South Africa's Tyla says 'people are not ready' for debut album

South African artist Tyla is ranked fourth in the BBC Sound of 2024 after her global hit “Water”. She believes people are unprepared for her debut album, emphasizing her confidence in making a strong impact with her music.

After scoring a global hit with her summer anthem Water, Tyla comes fourth in the BBC Sound of 2024.

In 2023, Tyla discovered her perfect song – “Water.” The South African artist exuded confidence as this hypnotically seductive summer anthem became her breakthrough hit.

“After completing it, I knew instantly, ‘Wow, this song is something else,'” the 21-year-old singer shares. “I found myself constantly hitting replay. Most artists tire of their own songs after hearing them repeatedly, but not me with ‘Water.'”

Her intuition proved correct. ‘Water’ soared to the top five in numerous countries, reigning as the most-streamed Afrobeats track on Spotify for 2023. In a monumental achievement, Tyla became the first South African solo artist in 55 years to grace the Billboard charts in the US, capping the year with a Grammy nomination for best African music performance.

This triumph secured her the fourth spot on the BBC’s Sound Of 2024 list, anticipating the musical trailblazers for the upcoming year.

“Words can’t express my joy,” she beams during a Zoom call from Los Angeles. “With accolades like the Grammys, I’m immensely grateful and thrilled to stand among such revered artists, the greats!”

Tyla’s ambition is boundless, aiming not just for a single song but envisioning a deluge of success. She shares, “My constant goal remains unchanged: to emerge as one of the globe’s most prominent pop stars.” With unwavering passion and a relentless belief in her dreams, she confidently anticipates the realization of her aspirations.

Tyla Laura Seethal, a Johannesburg native with a rich blend of Indian, Zulu, Mauritian, and Irish heritage, discovered her passion for singing during a school assembly where she performed “(How Much Is) That Doggie In The Window.”

“I was tiny but absolutely loved it,” she reminisces. “My grandmother cheered loudly from the crowd!”

From then on, she dedicated her free time to auditioning for musicals, crafting original songs, and sharing Justin Bieber covers on YouTube.

Despite restrictions on social media use, she’d secretly borrow her father’s phone to post music on a covert Instagram account and even messaged Drake and DJ Khaled, though they never responded. However, her videos did catch the eye of a photographer named Garth von Glehn, who reached out offering to manage her.

Initially skeptical, Tyla disregarded the offer as a possible scam. But the thought lingered, prompting her to eventually arrange a meeting (with her parents present). Von Glehn then organized her inaugural recording session.

“I found myself in the studio almost every weekend during my final year of school. By the year’s end, I told my parents I wanted to pursue this full time.”

“Then, there was another chapter I had to navigate.”

Tyla’s parents, dissatisfied with her decision, urged her to pursue further education. Despite her reluctance, she eventually enrolled in mining engineering. At one point, she even contemplated following her father’s path into a mundane nine-to-five job dealing with finances.

Their rationale seemed reasonable; no South African artist had ever achieved global success in pop music. However, Tyla had a compelling rebuttal.

“I admired Rihanna immensely because she emerged from a non-American background and completely dominated the industry,” she expressed. If someone from Barbados could accomplish it, why couldn’t she?

After “a lot of persuasion and tears,” her parents relented, granting her a year to break into the industry. Should she fail, she’d have to return to her studies.

“And here I am, still amidst my gap year!”

In 2019, Tyla debuted her single “Getting Late,” introducing a fresh genre known as Popiano. This innovative style is a more streamlined, hook-driven iteration of Amapiano, a popular South African fusion of house music, reggae, jazz, and kwaito bass lines.

Tyla, a South African herself, felt a deep connection to Amapiano but desired to infuse her love for pop and R&B into her music, naturally blending these influences with sounds from her homeland. Her soulful, intimate vocals layered over a shimmering shaker-and-snare groove propelled “Getting Late,” setting Tyla on an upward trajectory in South Africa. However, lacking the resources for a music video didn’t deter her.

With sheer determination, she rallied support from friends and connections, piecing together a team with her manager as director and her best friend as stylist. Despite being an independent production without external financial support, their goal remained unwavering: to create the most remarkable music video South Africa had ever seen.

The outcome was groundbreaking. Upon release, the video sparked a surge in viewership, transforming Tyla’s life and marking a pivotal moment in her career.

The impact of “Getting Late” went beyond expectations, sparking a fierce bidding war among international record labels. Sylvia Rhone, the renowned music executive behind acts like Missy Elliot, AC/DC, Erykah Badu, and Travis Scott, took unprecedented steps, including erecting a billboard in Johannesburg bearing her commitment.

Reflecting on the moment, she reminisces, still somewhat astonished, about her face gracing an entire billboard with the message, “Love, Sylvia Rhone from Epic.”

However, what truly sealed the deal was Rhone’s assurance of creative freedom. Tyla valued this immensely, expressing her reluctance to alter her sound to achieve global recognition.

In an instant, Tyla embarked on her maiden voyage out of South Africa, touring alongside Chris Brown and releasing a string of seductive, pulsating dance anthems.

Her music thrives in the tantalizing collision of attraction and temptation, capturing moments of secret crushes, anxious confessions, and passionate encounters. Inspired by teen romance stories she enjoyed in her youth, she finds joy in the playful and youthful themes.

In tracks like “Overdue,” she harbors hidden desires, while “Been Thinking” encapsulates the nerve-wracking moment of revealing her feelings. In “Water,” passion ignites as she guides a partner to her bedroom with suggestive lyrics reminiscent of Aaliyah’s “Rock The Boat.” However, the sound and style are uniquely hers, incorporating elements like rattling log drums and South African slang.

Her song “Water” gained immense popularity on TikTok, with millions mimicking her steamy Bacardi-style dance moves, often accentuated by pouring water down their backs. This sparked a trend where partners tested each other’s loyalty by playing the song, inviting reactions that ranged from curiosity to shame.

Amidst the chaos, the singer humorously absolves herself of any relationship fallout caused by the trend, playfully distancing herself from the controversy with laughter.

The song has propelled her across the globe, onto the stages and television programs she had envisioned as a child. Her live debut took place at Milan Fashion Week, and she found herself seated beside Kim Kardashian at Dolce and Gabbana’s Fall/Winter show.

Connecting with Ciara, Normani, Jack Harlow, and BTS member Kim Tae-hyung (also known as V) was surreal, but the ultimate shock came when Janet Jackson incorporated “Water” into a mash-up with “What Have You Done For Me Lately” during her US tour. Tyla was left awestruck when Janet Jackson reached out through a direct message to congratulate her, saying, “Congratulations, stay blessed.”

“Janet Jackson taking the time to acknowledge me left me star-struck. I couldn’t believe it,” Tyla expressed.

Her quest for global recognition seems to be on track, with plans to release her self-titled debut album in March.

“I believe people will be taken aback, wondering where I emerged from,” she anticipates. “When I listen to the album, I feel like it’s going to surprise everyone!”

In 2024, her fanbase is expected to expand significantly. Despite this growth, Tyla’s most steadfast supporter remains her grandmother Ivy, who has been there since her school assembly days.

“She’s a huge fan! She never misses any of my performances,” the singer chuckles. “And whenever I return home, she jokingly asks, ‘How many dollars did you make for me this time?'”