Tyla is a 23 year old South African singer and songwriter most known for her viral song “Water,” which was released Oct 6, 2023, and completely took over for-you pages across the globe. That isn’t all that Tyla has achieved, however, as “Water” went on to reach number seven on the Billboard Top One Hundred. It was also the first South African song to receive a Grammy in 55 years. Despite these shining achievements, Tyla’s status as an authentic artist has been challenged in recent months, with multiple individuals spreading the narrative that Tyla is an industry plant.
An industry plant is a term used to describe someone, typically an artist, whose rise of fame was not done organically and was done with the help of those in higher power within the industry. The term itself can be related to nepotism, which is when a successful person (typically a celebrity) uses their power and influence to help out a family or friend, giving them a headstart in their careers. Gracie Abrams is a recent example of this term.
“Her music is popular for a reason. It’s pop so it makes sense that she’s well known. Plus the fact that she’s from South Africa and receiving these awards is good because it paves the way for people from different places to be able to enter the industry. I also think her looks absolutely play into her success,” said junior Sadie Womack.
Tyla is undeniably a talented dancer, which she showcases in her videos and shows. She is proficient in South African dance styles such as Bacardi, which originated in Pretoria, South Africa, and is a blend of traditional African music fused with hip hop. Over time it became known as Amapiano.
As mentioned previously, Tyla’s looks definitely play a hand in her success, as she is a stunning young woman with gorgeous features. When she was featured in the 2024 Met Gala, she completely dominated the carpet with her fashion interpretation of the Garden of Time theme. She arrived in a dress that was perfectly sculpted to her body and made completely of sand, making her resemble a sand hourglass. The dress alone had people talking as the unique and creative twist made Tyla stand out. She is credited not just as a singer, but as a fashion icon, as she was one of the few celebrities who actually understood the Met Gala theme and put a creative spin on it.
Tyla’s looks and singing and dancing skills, while definitely essential to her brand and overall career, are not the sole reason for why Tyla is so successful. Tyla’s parents, Sharleen and Sherwin Seethal, are not famous whatsoever and have no connections in the music industry. However, this doesn’t mean that Tyla hasn’t had a significant amount of help along the way. During the beginning of her career she was in touch with a South African producer Kooldrink, who exposed her to various other producers, labels and CEOS, all with various connections. It was through these people and their connections that she was able to get her name out there, gain more support and resources for her music, and thus be able to reach the point of stardom she has today.
Tyla didn’t come from money or from a family ingrained in the music industry. In fact, her parents discouraged her passion for music, instead encouraging her to “pick a realistic job” and that music could just be a “hobby.”
If anything, Tyla’s rise to fame, rather than an example of being an industry plant, is an example of what happens when an artist is given all the connections and resources they need in order to properly flourish and get themselves and their talents out into the world.
