Culture Craze
Tyla Confronts Online Criticism During Fiery São Paulo Performance
Owning the Stage and the Conversation
In the middle of her performance in São Paulo, South African star Tyla paused, looked out at the crowd, and said the words everyone had been waiting to hear: “Too many people lying on my name.” The moment was short but powerful, a clear response to a week of social media storms questioning her identity and career.
The 23-year-old has faced intense online debate since a resurfaced 2023 interview on The Breakfast Club reignited conversations about her self-identification as “coloured.” In South Africa, the term describes people of mixed-race heritage, but in the United States, it is considered an offensive slur. Tyla declined to engage at the time, with her team confirming she would not be commenting further, but the silence created even more speculation abroad.
Criticism and Missed Connections
Many Black American listeners felt Tyla had missed an opportunity to connect and clarify, especially as she began building her audience in the US. Some critics went as far as to link the controversy to the modest sales of her recent EP, We Wanna Party, which sold about 3,700 copies.
Still, Tyla hasn’t been left to fight alone. Cardi B, one of the biggest names in music, spoke out against online bullying, calling out the culture of tearing down young artists. For Tyla, the São Paulo stage was her chance to shift the focus back to her music.
Tyla during her performance of ‘Mr. Media’ in Brazil:
“Too many people lying on my name” https://t.co/F4Ev1ozzU2
Pop Base (@PopBase) August 21, 2025
Music Over Noise
And she did just that. Performing hits like “Is It” and “Art,” Tyla reminded fans why she became a global name in the first place. Her lively stage presence, sharp choreography, and energy drew the crowd into the music rather than the drama.
This performance also tied into a bigger cultural celebration: the launch of H&M in Brazil. Tyla’s show was part of the retailer’s Beats of Brazil campaign, which spotlighted Brazilian stars such as Gilberto Gil, Anitta, Carol Trentini, and Agnes Nunes. The campaign aimed to honour Brazil’s vibrant culture and creativity, with H&M’s Chief Creative Officer Jörgen Andersson describing it as a tribute to “what makes Brazil such a unique, inspiring country.”
More Than Music
For Tyla, this wasn’t her first time working with the global fashion giant. Earlier this year, she and her sister Sydney Seethal joined FKA Twigs and Caroline Polachek in H&M’s spring/summer Festival-Ready collection. That campaign celebrated femininity, individuality, and nostalgia, positioning Tyla as not only a musician but a fashion voice too.
By the end of the São Paulo night, the message was clear. Tyla is aware of the noise, but she is choosing to answer it on her own terms: through music, fashion, and performances that show she’s still one of South Africa’s most exciting exports.
Also read: Tyla and DJ Maphorisa Lead South Africa’s Charge on Spotify’s 2025 Global Impact List
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Source: IOL
Featured Image: BBC
