Tyla is entering her A*Pop era. On June 18, the South African star released her new single “Is It Love,” accompanied by a visually striking music video that leans into the song’s sensual atmosphere and showcases a different side of her artistry.
Arriving as the third single from her upcoming sophomore album A*Pop, due July 24 via FAX and Epic Records, “Is It Love” continues the global sound Tyla has been building while placing a stronger emphasis on her vocals than many of her previous releases.
Built around soft R&B synth textures and a laid-back Amapiano groove, the track blends two of the defining elements of Tyla’s musical identity. Deep basslines, airy melodies, and subtle percussion create a hypnotic backdrop as she explores the complexities of romance and emotional vulnerability.
The song’s standout moment arrives in the chorus, where Tyla delivers the repeated line, “Is it love, is it love, if you don’t cry, cry, cry?” Her vocal performance takes center stage, highlighting a more melodic and emotionally expressive approach compared to some of her rhythm-driven hits.
That evolution reflects comments Tyla made earlier this year while discussing A*Pop. Speaking with Rolling Stone in February, she described feeling transformed both personally and creatively. “Me being in it, I feel so different to how I felt during the first album,” she said at the time. “I’ve been through stuff. I don’t know, I feel like a woman. I’m 24… I feel like a woman.”
The accompanying video mirrors the song’s mood through a series of intimate and cinematic visuals. Rather than relying on high-energy choreography, Tyla opts for fluid, deliberate movement that follows the pulse of the production.
Several visual choices amplify that atmosphere. Water becomes a recurring motif throughout the clip, particularly during scenes set in a flooded room. Reflections ripple across the floor as light bounces off the surface, creating a dreamlike aesthetic that complements the track’s themes of longing and uncertainty.
“Is It Love” follows “Chanel” and “She Did It Again” featuring Zara Larsson, both of which helped establish momentum for A*Pop. “Chanel” reached No. 15 on the UK Singles Chart and No. 43 on the Billboard Hot 100, while “She Did It Again” debuted inside the charts in both the United States and United Kingdom.
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