Spotify, global online streaming platform, says Tyla’s daily stream has increased by 30,000 per cent after the release of her single “Water” in July 2023.
Jodie Tabisher, Spotify’s Artist, Label and Partnerships Manager, South Africa disclosed this in celebration of Tyla’s newly released self-titled debut album,
Tyla released her highly anticipated self-titled debut album, “Tyla” on March 22.
The album is supported by singles: “Water”, “On and On”, “Truth or Dare” and “Art”, in addition to the promotional single “Butterflies”and the 2022 stand-alone single “To Last”.
Tabisher said Tyla’s global hit single “Water” opened the floodgates for her career, leading to a viral dance challenge, almost 500 million streams on Spotify so far and a Grammy win.
“Over 30,000%! That’s the increase in Tyla’s average daily streams since Water was released. Her tracks have also been added to over 10 million playlists by Spotify users.
“Her debut album, with features from Kelvin Momo, Tems, Becky G, and Gunna promises to keep Tyla firmly in the music stratosphere.
“The fact that four of the songs from this album are already in Tyla’s top streamed tracks showcases her immense talent.
“We are excited for everyone to experience South African talent on a global stage,” she said.
According to Tabisher, the 14-track album which she first teased in November by releasing three songs had already become fans’ favorite.
She noted that Truth or Dare, the soulful R&B release with a touch of Amapiano, Tyla’s signature, had taken the spot as her second most streamed song on Spotify, just four months after its release.
She said Butterflies and On and On are also coming in hot, with both songs in her top ten most streamed tracks.
She explained that Tyla’s journey did not begin with this viral hit because before Water, Tyla had a discography that included collaborations with some of Africa’s best artistes such as Ayra Starr and DJ Maphorisa.
“While all her songs got a major bump in streams thanks to her now global fame, it’s her 2022 single, To Last, that has seen the highest increase, at 279 per cent, followed by Getting Late at 196 per cent.
“Social media is a huge part of achieving virality, so it is no surprise that after Water, To Last had the highest shares with an increase of 173 per cent.
“The star-power that is Tyla and Ayra Starr has made their collaboration, Girl Next Door both the most liked track and the most added to playlists, of all her tracks released before Water.
“Most people, especially in Europe and the US, became familiar with Tyla post-Water. But a look at the streaming data from Spotify reveals that the artist was already making waves within Africa.
“Her top streams before the release of Water came from Nairobi, Lagos, Johannesburg and Cape Town.
“Now, Sydney, Melbourne and Jakarta are topping the cities streaming the artiste.
”A city that has been consistently streaming Tyla’s music is Amsterdam, which is in the top ten both before and after the release,” she said.
