Tyla's brand to soar after Grammy win in Best African Music Performance Category

Tyla poses with the Best African Music Performance award at the 66th Annual Grammy Awards in Los Angeles, California, U.S., February 4, 2024. REUTERS/David Swanson

Tyla poses with the Best African Music Performance award at the 66th Annual Grammy Awards in Los Angeles, California, U.S., February 4, 2024. REUTERS/David Swanson

Published Feb 13, 2024


In a groundbreaking moment for South African music, rising star Tyla emerged victorious at the prestigious Grammy Awards, winning the Best African Music Performance category for her hit song, ‘Water’.

This remarkable achievement has not only solidified her position as a talented artist on her way to becoming a global pop star but has also significantly boosted her brand value in the music industry.

Tyla, whose real name is Tyla Laura Seethal, captured the hearts of music lovers with her soulful voice and captivating lyrics in ‘Water’.

The song, which seamlessly blends elements of Afro-pop and R&B, resonated with audiences worldwide, earning her critical acclaim and a dedicated fan base.

Heck, from grabbing headlines at Milan Fashion Week, turning heads at the Dolce & Gabbana fashion show, being the opening act for Chris Brown “Under the Influence Tour” and the ‘Water’ challenge going viral.

However, it was her Grammy win that propelled her career to new heights.

The recognition from the Recording Academy, known as the pinnacle of musical achievement, has brought Tyla's talent and artistry to the forefront of the global music scene.

Winning in the Best African Music Performance category, in its inaugural year, has not only showcased the 22-year-old's exceptional vocal abilities but has also highlighted her ability to create music that transcends borders and resonates with diverse audiences.

The impact of Tyla's Grammy win on her brand value cannot be overstated. The accolade has not only increased her visibility but has also opened doors to new opportunities and collaborations.

Major record labels and industry professionals have taken notice of her talent, leading to a surge in interest from music executives and potential collaborators.

Tyla's social media following has experienced exponential growth, with her sitting on 3.8 million followers on Instagram, 7.1 million followers on Tik Tok and 166.3K followers on X (formerly known as Twitter).

Fans from around the world have flocked to her platforms to express their admiration and support. This surge in online engagement has not only solidified her fan base but has also attracted the attention of brands and sponsors seeking to align themselves with her success.

She has already announced an upcoming collaboration with Gap, dropping on February 27, and she has been featured on Harper’s Bazaar's “All-Stars” spring campaign.

The increased brand value has also translated into commercial success for Tyla.

Her music streams and downloads have sky-rocketed, leading to higher chart positions and increased revenue.

The Grammy win has undoubtedly boosted her marketability, making her a sought-after artist for live performances, endorsements, and brand partnerships.

With an upcoming album release and a North America, United Kingdom and Europe tour scheduled, all eyes are going to be on Tyla.

Her success has shed light on the immense talent and potential of African artists, paving the way for greater recognition and opportunities on the global stage.

Tyla's win serves as an inspiration for aspiring musicians, encouraging them to pursue their dreams and showcasing the possibilities that lie ahead.

As Tyla continues to bask in the glory of her Grammy win, her brand value continues to soar, and her position as a talented artist has been solidified significantly increasing her brand value and opening doors to new opportunities.

IOL Entertainment