Knowing the brands your audience favours is gold. Here’s an example.

Global Records is one of the top Romanian labels, with a footprint extended in Europe and globally successful artists like INNA.

AMI is one of their most valuable signings, in their words “a complete figure, from looks to talent”.

INTRODUCTION

While she ranks #9 overall in Romania (among the 8k artists from that market ranked by Chartmetric score), she is around the #50 mark in terms of Instagram in the same market, with 474k followers.

Instagram is particularly interesting for the fabulous insights into audience’s preferences for brands.

WHAT IS AUDIENCE AND SECTOR AFFINITY

Chartmetric explains (more details here):

Brand affinity is discovered by analyzing the captions, @mentions, #hashtags and location that are used in posts by Artist (Artist Brand Affinity) or their followers (Audience Brand Affinity). We get the ‘average value’ from artists that have at least 100,000 followers.

The affinity of a brand is a measure of how much this audience is interested in the brand compared to Instagram users on average.

1.0 affinity score = followers of artist are just as interested as an average user
2.0 affinity score = followers of artist are twice as interested as an average user
0.5 affinity score = followers of artist are half as interested as an average user

Example:

Olivia Rodrigo’s followers are almost 2.61 times as interested in Walt Disney as Instagram users on average

AMI’S AUDIENCE AFFINITIES

Of the 63 brands captured by Chartmetric ‘s algorithm within AMI’s Insta following, 18 are above average compared to the general Insta population. H&M, Zara, Nutella and Porsche are among them.

Of the 27 sectors captured, 9 are above average. Beside the six pictured above, there are three more: Coffee, Tea & Beverages / Camera & Photography / Healthy Lifestyle.

*full brand & sector data is available by request.

CONCLUSION

As a signed artist, AMI’s sources of income are managed professionally; brand endorsements and placements should be one of them.

Her team can use this data to augment their current brand sector strategy by focusing on jewelry and watches.

They can target their pitches to brands that most resonate with the singer’s fan base such as Cartier.

WANT MORE?

Subscribers get exclusive insights via email. Press SUBSCRIBE.

Are you an artist or a team member? Ask me more about today’s topic or anything else about the music industry (Romanian in particular) as seen through streaming & social media data.