MaWhoo Brand Affinity ranks highest Woolworths at 35.09% . Very Strong. Score DMDB 58.85% | Fanbase 42.46%

MaWhoo — electronic artist from ZA.

Thandeka Ngema, known professionally as MaWhoo, is a South African vocalist with a unique voice that has garnered attention in the music industry. Beginning…

MaWhoo

Recognizable

Country: ZA | Gender: female | Artist ID: ba560ca6-ba28-11e9-9f89-549f35161576

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Genres

electronicdancebolobedu houseafrobeatsafrobeat

Influential: 58.85% Fanbase: 42.46% Trending: 67.04%

As of: 2025-09-09

Top Brand Affinity

Highest overlapping lifestyle brand

Woolworths • 35.09% • Very Strong

As of 2025-09-09

990,453

Social Media Followers

As of 2025-09-09

00:00:00

Hours Airplay

Scores

Score: DMDB 58.85% | Fanbase 42.46% | Trending 67.04% | CAREER STAGE: MAINSTREAM

Biography

Thandeka Ngema, known professionally as MaWhoo, is a South African vocalist with a unique voice that has garnered attention in the music industry. Beginning her musical journey through church and family performances, MaWhoo transitioned to a career in music at the age of 11. She gained mainstream recognition after signing with Mabala Noise in 2018, collaborating with notable producers such as Heavy K, Oscar Mbo, and the Scorpion Kings.

In 2021/2, MaWhoo ventured into independent music releases and achieved success with hit songs like "Ngiyamthanda" with Master KG, "Shona Kwelanga" with DJ Maphorisa and Visca, and "Thokoza" with Sam Deep. Her debut EP, WHAT A TIME TO BE ALIVE, released towards the end of 2022, features collaborations with industry heavyweights including DJ Maphorisa, Kabza De Small, Major League DJz, Sam Deep, Busta 929, and Murumba Pitch.

Report Date: 2025-09-09

MaWhoo reaches 25-34 & 18-24 audiences concentrated in SOUTH AFRICA, UNITED STATES, NIGERIA. The demographic tilt is heavily male (74%), making the message easy to tune without losing breadth. Instagram delivers the top exposure at 60,509 avg likes per post, and Instagram maintains ongoing rapport. Affinity proximity to Woolworths, Palm Angels, Dove suggests organic collaborations in streetwear, music platforms, and lifestyle products. This is a partner choice that trades on credibility rather than interruption.

Artist Affinity estimates how strongly an artist's audience overlaps with interest in specific brands, products, and categories. It is derived from aggregated social and behavioral signals—who fans follow, save, click, and engage with—normalized across platforms. Higher affinity suggests better partnership fit and higher likelihood that fans will respond positively to branded content or offers. Use it to shortlist natural brand partners and product concepts that feel authentic to the audience. Combine affinity with Connection Strength (ER) and reach to balance fit with impact. Treat affinity as directional—validate with creative tests and small pilots before scaling.

ER = (likes + comments + shares) ÷ audience per post ≥ 3.0% = Very Strong 2.0–2.99% = Strong 1.0–1.99% = Moderate < 1.0% = Low

How to read it: Pair ER with reach (views/followers) to gauge intensity and scale.

Connection Strength

Artist MaWhoo score 6.11% — Very Strong bucket.

Brand: WoolworthsBrand: Palm AngelsBrand: Dove

Followers:990,453

Engagements:60,509

Rate:6.1%

Posts:144

Avg Likes:60,509

Avg Comments:267

Avg Views:0

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 990,453 · Engagements 60,509 · Rate 6.1% Posts 144 · Views 0 · Avg Likes 60,509 · Avg Comments 267 · Avg Views 0	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	25-34: 50% 18-24: 26% 35-44: 17% 13-17: 4%	Largest: 25-34 (50%); next: 18-24 (26%)
Gender Split	Female: 26% Male: 74% Non-binary/Other: 0%	Skews male (74%)
Top Countries	SOUTH AFRICA (76%) UNITED STATES (3%) NIGERIA (2%) NAMIBIA (2%) ZIMBABWE (2%)	Top regions: SOUTH AFRICA (76%), UNITED STATES (3%), NIGERIA (2%)
Platform Engagement	Instagram: 60,509 avg likes/post	best engagement: Instagram 60,509 avg likes

Top Brand Affinities

Woolworths

Score: 35.09

Palm Angels

Score: 28.15

Dove

Score: 17.39

Hennessy

Score: 13.26

Champion

Score: 11.16

Ellesse

Score: 10.11

Ted Baker

Score: 9.13

Moët & Chandon

Score: 7.56

Daniel Wellington

Score: 7.39

Jagermeister

Score: 6.75

Dsquared

Score: 6.64

Pioneer

Score: 6.59

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Top Brand Affinities

Brand	Category	Score
Woolworths		35.09
Palm Angels		28.15
Dove		17.39
Hennessy		13.26
Champion		11.16
Ellesse		10.11
Ted Baker		9.13
Moët & Chandon		7.56
Daniel Wellington		7.39
Jagermeister		6.75
Dsquared		6.64
Pioneer		6.59
Kappa		6.43
Lacoste		5.99
Alexander McQueen		5.92
shein		5.23
Colgate		4.83
Steve Madden		4.70
The North Face		4.43
SheInside		4.20
Heineken		4.10
Bacardi		4.07
SoundCloud		3.93
Puma		3.86
H&M		3.59
Revlon		3.48
Nivea		3.26
Herbalife		3.13
Moschino		3.09
FOREX		3.02
Sprite		2.90
Huawei		2.78
Vans		2.73
Zara		2.67
Nike		2.65
Monster Beverage		2.62
FashionNova		2.61
Dolce & Gabbana		2.46
Sunnies Studios		2.38
Michael Kors		2.37
Lancôme		2.36
New Balance		2.26
Maybelline		2.23
Polo Ralph Lauren		2.23
Fenty beauty		2.21
Beats Electronics		2.19
Timberland		2.15
MTV		2.13
Versace		2.06
Fendi		1.99