Tyla’s Global Rise: HYBE Partners With Grammy-Winning Gen Z Star

Tyla is a Generation Z singer-songwriter born in 2002 who has quickly become one of the most influential global artists to emerge from South Africa in recent years. Her career reached a major turning point in 2024 when she won the Grammy Award for Best African Music Performance, cementing her position as a leading voice in contemporary African pop music.

Her international breakthrough began in 2023 with the viral success of her single “Water.” The track climbed to No. 7 on Billboard’s Hot 100, making Tyla one of the few African artists to achieve such a milestone on the chart. The song’s success introduced her distinctive sound to a worldwide audience, blending Afrobeats, Amapiano, pop, and R&B into a fresh and modern musical identity.

In March 2024, Tyla released her first full-length album, TYLA, which debuted at No. 24 on the Billboard 200. The album’s strong commercial performance was followed by gold certification from the Recording Industry Association of America (RIAA) later that year. With over 3 billion streams on Spotify, her music has demonstrated both massive global reach and long-term listener engagement.

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HYBE has now announced plans to provide integrated global support for Tyla’s career, signaling a significant step in her international expansion. The company will oversee key aspects of her artist growth, including touring, marketing, and promotions, while also exploring opportunities in recording, publishing, brand partnerships, and merchandise management.

Beyond Tyla’s individual success, HYBE aims to use this partnership to help strengthen Africa’s music ecosystem. The company plans to establish systems for discovering and nurturing emerging African artists, creating long-term infrastructure to support talent development across the region.

Tyla’s rise represents a new era of global pop, where African artists are no longer niche but central to mainstream music culture. With HYBE’s backing and her rapidly growing influence, Tyla is positioned to shape the future of global music while opening doors for the next generation of African talent.

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