South Africa’s rising music star, 21-year-old Tyla, has found herself at the center of a cultural clash after proudly proclaiming her “coloured” identity in a viral TikTok video.
While the term is commonly used and recognized in South Africa, it carries a vastly different connotation in the United States, where it is considered a racial slur.
This discrepancy has ignited a heated debate online, raising questions about cultural sensitivity and identity in the global music industry.
In the video, Tyla, adorned in traditional clothing, declares her pride in being “coloured,” emphasizing her connection to the diverse cultural tapestry of this unique South African community.
This community, representing 8.2% of the population, has a complex history, formed under apartheid rules and unified by a shared experience of oppression and resilience.
However, Tyla’s use of the term has sparked controversy in the US, where it is associated with racist laws and segregation. Some online commentators have expressed discomfort with the term and warned that it could negatively impact Tyla’s career in the American market.
South African experts, including renowned radio host Carissa Cupido, have cautioned against imposing American perspectives on Tyla’s identity. Cupido, who herself grew up in a predominantly coloured area, celebrates Tyla’s success and credits her with popularizing the amapiano sound internationally. She sees Tyla as a role model and source of inspiration for the next generation.
Despite the controversy, Tyla remains steadfast in her self-identification and continues to proudly embrace her heritage. This unwavering stance has resonated with many in South Africa, who view it as a symbol of empowerment and self-acceptance.
As Tyla prepares to release her new album and even receives a Grammy nomination, the debate surrounding her racial identity is unlikely to fade away soon.
It serves as a timely reminder of the importance of cultural sensitivity and understanding, particularly in a globalized world where artists face the challenge of navigating diverse audiences with vastly different historical contexts and perspectives.