The incredible year Tyla has had is undoubtedly one of the most packed and consistent runs for an artist in their debut prime.
Garnering global acclaim, topping charts, and working with big brands are just some of the ways she has solidified her status as a force to be reckoned with.
Let’s have a look at her most notable partnerships from the beginning of the year up to now:
GAP
In February, the multi-genre singer Tyla partnered with GAP, an iconic American fashion brand, for their Spring 2024 campaign titled “Linen Moves.” The campaign showcased a visual blend of fashion and music through a choreographed performance that presents Tyla as the focus, alongside a cast of dancers dressed in the "Linen Moves" collection.
The clothing line emphasizes versatility and comfort, featuring items like linen cargo pants and two-piece sets in neutral tones.
Beats by Dre x Alo Yoga
Tyla partnered with Beats by Dre, a renowned American electronics company founded by seasoned rapper Dr. Dre. The brand is well-known for its high-quality electronic products, such as headphones, speakers, and earbuds.
This collaboration also featured Alo Yoga, an American activewear brand specializing in comfortable and durable products for yoga enthusiasts.
Tyla became the face of this campaign in April, promoting their "Beats Fit Pro" earbuds in an advert filmed at a beach in the Bahamas while wearing a two-piece set by Alo Yoga.
Bose
Beats by Dre was not the only electronics brand Tyla collaborated with. In September, she featured in an advert for Bose’s “Hear It All” campaign alongside global stars such as rapper Don Toliver, Central Cee, and singer Lalisa.
The stars appeared in the advert promoting the brand’s "Ultra Open Earbuds," showcasing their stylish and innovative design. The earbuds have a trendy ear-cuff style that clings to the helix while the bud fits securely into the ear.
Coke Studio
In September, Coke Studio announced Tyla and R&B star Usher Raymond as an addition to a star-studded lineup alongside other artists like Karol G, NewJeans, and Peggy Gou.
As part of this collaboration, she released a new single, “Tears,” on November 20th which is different from her usual "popiano" sound. Tyla also performed her hit songs at a special Coke Studio live event held in Johannesburg on December 5th.
Stanley 1913
One of the most exciting collaborations Tyla had this year was with Stanley 1913, collaborating with the brand for her custom "Tygers Quencher" that resonated strongly with her fandom.
The excitement stems from the brand’s buzz and popularity among Gen Z and millennials for its must-have stylish Quenchers. This partnership made perfect sense for several reasons, Tyla is young, has a diverse fan base, and one of her biggest songs is titled “Water.”
The campaign also tied in with her lyrics, with “Make me water” used as a slogan on the product’s website. After all, as a fan, what better way to enjoy your water than in your own super stylish Tygers Quencher?
As the year wraps up, it’s clear that the Grammy Award-winning artist is showing no signs of slowing down. She’s most likely going to continue this winning streak into next year.