South African sensation Tyla‘s trajectory from obscurity to international acclaim has been nothing short of meteoric. The masterminds behind her global rise is a management team headed by Colin Gayle, a seasoned artist manager who hails from Manchester, Jamaica.
In an exclusive interview with World Music Views, Gayle shares insights into Tyla’s remarkable journey to selling Platinum records in multiple regions and being the youngest from her country to win a Grammy award.
“It was incredible,” he recalls the moment Tyla’s name was announced. “We put a lot of hard work into getting to that point. It was validation not just for her and her family but for the entire continent,” Gayle reflects on Tyla’s historic Grammy win. The “Water singer snatched the inaugural Best African Music Award Performance award at the 66th Annual Grammys. Beating acts like Davido, Musa Keys, Ayra Starr, Asake and Burna Boy.
Women have always played an important role in the development of African music and Tyla’s victory continues the legacy of her nation’s icon, Miriam Makeba, who made history as the first woman and African artist to win a Grammy. Makeba earned the accolade for Best Folk Record through her collaboration “An Evening with Belafonte/Makeba,” with Jamaican-American singer Harry Belafonte at the 7th Annual Grammy Awards in 1966. She won while actively fighting the apartheid regime of South Africa in exile, amidst the backdrop of the civil rights movement in the United States.
Colin Gayle’s professional life also intertwines with that of his wife, Yvette, a powerhouse in the music industry who has worked with hip hop luminaries such as 50 Cent, Eminem, Nas and Mary J Blige. Together, the couple’s deep connection to Africa has shaped their career trajectory, leading them to establish the Africa Creative Agency—a venture dedicated to amplifying the voices of African creatives across music, publishing, film, and television. Yvette’s expertise in PR and marketing Colin says complements his focus on strategy and studio work.
Amid discussions of Tyla’s rise and the broader cultural impact of her music, Gayle reflects on the recent Bob Marley biopic, seeing it as a timely reminder of Marley’s message of love and unity.
“It was one of the proudest moment I have had being a Jamaican. I cried during the movie. In thought it was well done. I thought where and how they decided to tell the story is incredible. I really enjoyed the movie,” he said, adding, “I think more Bob Marley’s catalog and who Bob was and what Bob meant. It represents an opportunity for us to look at love and peace and for what he stood for. It’s something that the world needs right now. Bob has always represented love and unity and Jah. The world needs this message now, his catalog will benefit but his message will once again be amplified in a time when it’s truly needed.”
The music manager takes time out from his busy schedule this week to fly from South African to Jamaica for the Island Music Conference (IMC), where he will speak to dancehall and reggae aficionados. He is quick to caution that the Bob Marley movie should not be construed as a gate opener for reggae acts. He said this film will only cause the world to focus on Bob Marley and his catalog (which is owned by Universal music).
“I don’t think the eye is on reggae, it’s about Bob’s message.its on what Bob stood for, the way he delivered the message, his message of love, unity, people loving each other,” Colin explains. “I don’t know if I walked away feeling like the door flung open for reggae. The door flung open for positivity. The power of music and the power of love.”
When asked about comparisons between Tyla and global icons like Rihanna, Gayle emphasizes Tyla’s uniqueness, asserting, “Tyla is Tyla…” and Rihanna is Rihanna. “People always want to compare people to someone,” he said. Adding, “Different people and different circumstance. The similarities is the both don’t come from America and they came from a different space and made it in America and in the world. We love Rihanna and Tyla is a super fan of Rihana, but Tyla is Tyla so I don’t think we need to compare them,” Colin said.
WEST HOLLYWOOD, CALIFORNIA – JANUARY 31: Ayanna Wilks, Lisa Kasha, Michelle Hockett, Mez Tara, Sylvia Rhone, Brandon Hixon, Tyla, Ezekiel Lewis, Rick Sackheim, Colin Gayle, David Bell, Cory Goldberg and Melissa Victor-Burkhardt pose during the Epic Records celebration for Grammy-winning artist Tyla with Platinum Plaque certifications at Westlake Recording Studio on January 31, 2024 in West Hollywood, California. (Photo by Tommaso Boddi/Getty Images for Epic Records)
As the Platinum selling artist prepares for a world tour spanning eight months, Gayle sheds light on the strategic elements that underpin her global appeal. Timing, Gayle explains, was critical. as was the decision to enter the European market first he said, “Coming out of Africa you come through Europe, not North America, we came through the UK first.”
Consequently, the approach has always been global. He said, “We were intentional in her being a global artist and the market has accepted it.” Gayle hints at plans to expand Tyla’s footprint even further. “As we announce more tour dates,” he states, “you will realize we are looking at the world in Asia, Latin America, India because we are focused on building a global footprint.”
listen to full interview on Spotify Podcast here.
