Tyla’s Rise and Struggle: When Global Hype Meets Cultural Misunderstanding

In 2023, South African singer Tyla captured the world’s attention with her viral hit “Water,” topping charts and earning her comparisons to global pop royalty. Her song’s success was groundbreaking, especially for an artist from South Africa, as it brought authentic African rhythms and dance styles to a global stage without compromise. Yet, despite the music’s acclaim, Tyla’s rising star soon faced steep challenges—highlighting the complex intersection of cultural identity, public perception, and industry expectations.

While “Water” soared, reaching triple-platinum certification in the US and topping the Afrobeat charts, Tyla’s personal narrative became a source of controversy, especially in America. Central to the dispute was her identification as “colored,” a term that in South Africa carries a nuanced cultural pride reflective of mixed heritage shaped by a complex history. However, in the US, the term triggers painful associations with segregation and racism. This cultural clash led to backlash, misunderstandings, and accusations that she was distancing herself from Blackness, despite her own mixed Zulu, Indian, Mauritian, and Irish roots.

Tyla’s attempts to clarify her identity through interviews and social media only deepened the divide. Many US fans struggled with the cognitive dissonance of reconciling her proud South African heritage with their own historical context. Public missteps, such as a viral moment where she remained silent when pressed to explain, fueled skepticism, while incidents like asking Lil Nas X’s ex to hold her award at the 2024 MTV VMAs drew further criticism, painting a picture of an artist out of sync with her audience.

Industry insiders and fans alike have speculated whether Tyla is an “industry plant,” pointing to her polished debut without a traditional grassroots rise, and a heavily managed image bolstered by major-label backing. This has led to questions about authenticity and whether her rapid ascent masked a lack of artistic depth or genuine connection with listeners.

Legal troubles emerged too: in 2025, two producers sued her over royalties related to “Water,” alleging damage to their income and professional reputations, further clouding her career trajectory. With only one charting song in the US during 2025 and tour cancellations amid poor ticket sales, it’s clear that the initial novelty and hype have diminished.

Ultimately, Tyla’s story illustrates the high stakes of navigating global stardom as a culturally complex artist. Without a strong, genuine narrative and evolving artistry behind the glossy visuals and viral moments, sustaining a loyal and expanding fan base is an uphill battle. For Tyla, the journey from rising star to enduring artist remains uncertain as she strives to bridge cultural divides and find her authentic voice on the world stage.