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How Tyla's "Water" is Making a Splash in the U.S. African Music Craze

Sean Lim

January 29, 2024

Photo Source: BBC

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‍‍In recent times, the United States has seen a burgeoning interest in African music, a trend that has brought a refreshing diversity to the music scene. Leading this wave is the South African sensation Tyla, whose hit song "Water" has captured the hearts of audiences across the nation.

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Tyla: A Rising Star

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‍Tyla, hailing from Johannesburg, South Africa, has rapidly risen to international fame. Her unique sound, which blends traditional African rhythms with contemporary beats, has made her a standout artist in the global music industry. Her journey from a local talent to an international star is a testament to her exceptional talent and the universal appeal of her music.

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"Water": A Cultural Phenomenon

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‍"Water" isn't just a song; it's a cultural phenomenon. This track distinguishes itself with its catchy melody, vibrant beats, and Tyla's mesmerizing vocals. It's a song that transcends language barriers, inviting listeners to immerse themselves in its rhythmic flow. The music video, rich in color and African cultural elements, adds an extra layer of depth and authenticity to the song's appeal.

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The song debuted on the Billboard Hot 100 in October, marking Tyla's first appearance on the chart. It shot to the top of the Billboard U.S. Afrobeats Songs chart, spending 14 weeks at No. 1, and reached No. 7 on the Hot 100. Lewis credits the song's success to its blend of Afrobeats/Amapiano drum patterns with traditional R&B elements, appealing to a diverse audience globally.

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"Water" also dominated the airwaves, maintaining the No. 1 spot on Mainstream R&B/Hip-Hop Airplay for eight weeks. The strategy of leveraging Shazam, digital, and streaming success laid the groundwork for radio triumph. Remixes by Travis Scott and Marshmello played a significant role, adding layers and reaching broader audiences.

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African Music in the U.S.: A Growing Trend

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‍The success of "Water" in the U.S. is part of a larger trend of African music gaining popularity. Artists from across the African continent are finding enthusiastic audiences in the States, showcasing a wide range of styles and genres. From Afrobeats to Amapiano, the diverse sounds of Africa are resonating with American listeners, creating a vibrant and dynamic music scene.

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Adding to this African music wave is the collaboration between Nigerian artist Rema and American singer Selena Gomez in "Calm Down." This track is a vivid example of how African artists are increasingly collaborating with mainstream American artists, creating a unique blend that appeals to a wide audience. "Calm Down" has resonated with listeners globally, showcasing the universal appeal of African rhythms mixed with familiar pop elements.

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How Tyla's "Water" is Making a Splash in the U.S. African Music Craze