Tyla and Doechii: cultivated talent or industry plants? The truth behind their rise

Often presented as independently successful, an “industry plant” is an artist who achieves success with considerable behind-the-scenes support from a major label or industry connections. This term has been used loosely by netizens on the internet to describe such artists.

When new artists arise and gain what most deem as instant success and popularity, they are often looked at as people who did not work hard for the success or deserve it.

Controversies

The most recent artists to fall victim to this term are South African sensation Tyla and American rapper Doechii. They both gained popularity because of their talents and became favourites to many, garnering a large following from their fans.

However, they are still called “industry plants” to this day because, according to some, they came out of “nowhere,” even though they were putting in the work behind the scenes before they caught a lot of people’s attention.

The concept of “industry plants” includes strategic marketing and promotion to reach a wider audience, as well as financial backing from either a major or indie record label for music production, music videos and touring.

These accusations often spark debate among fans, with some defending the artists’ authenticity and others questioning their success.

Doechii

In the beginning of the year, rapper Doechii was riding high as the rapper of the moment which was fuelled by the success of her successful debut album “Alligator Bites Never Heal”.

Her Grammy performance was one for the books, and she also became the third female rapper to ever win the “Best Rap Album” award, following in the footsteps of Lauryn Hill as well as Cardi B.

She graced a couple of magazine covers and her music continued to soar on the charts. Her fast paced success was followed by the “industry plant” accusations and Doechii’s fans went as far as bringing her YouTube video from 2020 to light.

In the video, the rapper shared that she was fired from her job and how she was going to bet on herself to make it and be successful. 

The “Anxiety” hitmaker is signed to Top Dawg Entertainment (TDE), a record label that has signed artists such as Kendrick Lamar, Sza and SiR to list a few.

Tyla

Similarly, Tyla’s swift rise sparked debate about the role of industry backing in her career.

It is no secret that Tyla has been securing win after win; she has won more awards in her debut year than many other prominent artists ever have, and she achieved this both globally and nationally.

Tyla’s rapid rise to fame in the United States, particularly with her debut self-titled album and its deluxe version, also sparked controversy surrounding her “industry plant” status.

To American audiences, it seemed as though she burst onto the scene out of nowhere, achieving overnight success.

However, she had already built a fan base in her home country, laying the groundwork for her future success. 

When she broke into the US market, her existing foundation and talent pushed her to new heights, leaving some to wonder if her success was solely due to her artistry or if industry backing played a significant role.