From Jozi to Ibiza! Tyla’s new music video for “Jump” vividly showcases the vibrant culture and spirit of Johannesburg while celebrating her roots with global flair!
South Africa (23 May 2024) – Tyla has once again returned to her roots, bringing the spirit of Johannesburg to the global stage with her latest music video for “Jump”.
Premiering on 20 May 2024, this visually stunning piece, directed by Nabil, is a vibrant celebration of Joburg’s unique energy and culture. Featuring appearances from Gunna and Skillibeng, the video is a vivid journey through the city’s dynamic streets and colourful suburbs.
From “chauffeur-driven” car rides to lively scenes of getting her hair done, dancing on pool tables, and even deftly sidestepping a brawl, Tyla’s portrayal of Joburg is as authentic as it is cinematic. With every frame, she proves that “they never had a pretty girl from Joburg” quite like her, embodying the city’s raw and dynamic essence.
“Jump” is a standout track from Tyla’s self-titled debut album, which was released on 22 March. The album has already cemented her status as a musical force to be reckoned with, earning her a historic Grammy win for Best African Music Performance. This accolade made her the youngest African artist to ever win a Grammy, a remarkable achievement that speaks to her talent and hard work. The song has also seen significant success internationally. In the United States, “Jump” has sold over 100,000 units through streaming and music downloads, peaking at number 38 on the Rhythmic chart. Across the pond, it topped the Afrobeats chart in the United Kingdom, reached number 38 on the UK Singles Chart, and climbed to number 16 on the UK R&B Chart.
Fans on social media have been effusive in their praise for Tyla’s latest release. One comment captures the sentiment perfectly: “I love the way that Tyla always finds a way to incorporate her home into her art. She will always be a pretty girl from Joburg.” Another fan highlights the authenticity of the video, saying, “Tyla is THAT girl!!! She really did something for the culture here. Can’t be claiming to be a Jozi girl and not know the rough side of town. Shoutout to her and her team for always incorporating real and raw depictions of SA but making it cinematic.”
One user’s comment resonates with many: “Anyone who’s been to Joburg knows this video is the most iconic Joburg thing ever. Girl went to the grimy parts of the city and got her hair done, mama and I am here for it. YAAAAASSSS word to all the pretty girls from Joburg. You’re UP!!!!” And another proudly states, “This is truly a South African song. She is really representing our country. I love this.”
Tyla’s “Jump” video is more than just a music video; it’s a vibrant love letter to Johannesburg, showcasing the city’s spirit and her deep connection to it. As her star continues to rise, Tyla remains a proud ambassador of her hometown, bringing Joburg’s unique charm to the world stage.
Watch the video below and join the celebration of all things Joburg!
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