From Coachella to Coca-Cola: Tyla’s ‘Bliss’ Video Is a Love Letter to Vulnerability

When Tyla says she’s doing it “for the drama, for the plot”, she really means it. And her new music video for Bliss delivers both in full colour and feeling. Released this week to a wave of online excitement, the video marks a new era for the South African pop sensation who’s been riding a sky-high wave since Water turned her into a global name.

But this time, Tyla’s not just here to make you dance. She’s here to make you feel.

A Video Drenched in Emotion and Euphoria

Set against the haunting stillness of a desert landscape, Bliss opens with Tyla in tears. It’s a stark, vulnerable image, a softer counterpoint to the high-gloss choreography and fierce fashion we’ve come to expect. But don’t get too comfortable. Within seconds, the beat kicks in, and Tyla is fluid again, gliding between sultry slow-motion shots and hypnotic waist work that reminds fans why she’s more than just a singer,  she’s a movement.

There’s something cinematic about it all. The wind, the fire, the carefully curated chaos. Tyla’s new music video is not just a music video; it’s an emotional rollercoaster dipped in glitter.

A Love Song With Layers

On the surface, Bliss is a sweet, sensual ballad about love and longing. But there’s something deeper under the surface. Tyla’s airy vocals float above a gentle beat, giving the track an intimacy that pulls you in. It feels like a whispered secret or a diary entry turned anthem.

And fans have noticed. Social media lit up within minutes of the video’s drop. “She’s in her ethereal era,” wrote one fan on X.  Another declared, “Tyla really said soft girl supremacy — and I’m here for it.” Having just dropped Bliss is already a contender for the best visuals in music videos 2025 without a doubt.

The Road to Bliss: Smoothies, Voicemails, and Soft Power

Before the video release, Tyla had been laying the groundwork for Bliss in some pretty unconventional ways. She debuted the song during her history-making Coachella set in April , a stage many South African artists only dream of. From there, she partnered with LA-based upscale grocer Erewhon to create a limited-edition Bliss smoothie, infused with coconut, mango and pineapple. More than just a PR stunt, the smoothie raised awareness for 18twenty8, an organisation helping empower young South African women.

Then came the Tyla fan hotline. In the weeks leading up to the video drop, Tyla encouraged her fans, lovingly known as Tygers, to call in and leave voicemails describing what bliss means to them. The move was part of a clever fan campaign that gave the release an emotional, community-driven feel.

From Johannesburg to the World

At just 23, Tyla is proving she’s more than a viral success. The young female artist from Johannesburg is carving out space for herself as a global artist with strong South African roots and a keen understanding of how to blend pop culture with purpose.

Her recent Coca-Cola campaign, which also featured Bliss, was yet another example of how she’s becoming a household name — and not just for her music. With Bliss, she’s pulled back the curtain a little, showing fans that power and softness can exist in the same breath.

A Visual Poem for the Heart

In a world where pop stars often guard their emotions behind choreographed gloss, Bliss stands out as something refreshingly raw. It’s Tyla as we haven’t seen her before, open, aching, radiant.

And if the visuals are anything to go by, she’s only just getting started.

{Source: IOL}

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