South African music star Tyla has signed a multi-million-dollar global deal with Roc Nation, ending her partnership with Epic Records as she prepares to release her second album, A*POP, on July 24.
The announcement was marked by a digital billboard takeover in New York’s Times Square.
The move comes at a pivotal moment in Tyla’s career, with the singer set to promote the album through a performance on NBC’s Today Show Plaza.
Following the global success of Water and two Grammy wins, the partnership with Jay-Z’s entertainment company is expected to provide the infrastructure needed to sustain her international success.
Joining a roster that includes Rihanna, Alicia Keys, John Legend, Tiwa Savage and Ayra Starr, Tyla is being positioned as a long-term global pop star rather than a one-hit sensation.
Beyond music, the deal is expected to open doors to major brand partnerships, larger touring and production opportunities, and broader international exposure.
The signing also reflects the growing global recognition of African artists, highlighting how the continent’s musicians are increasingly being recruited by major entertainment companies to build lasting international careers.
