múm

múm — pop artist from IS.

Formed in 1997, Icelandic experimental pop group Múm consists of Gunnar Örn Tynes, Örvar Þóreyjarson Smárason, and twin sisters Gyða and Kristín Anna…

Influence: 56.49% Fanbase: 38.66% Trending: 65.41% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

MOOG • 76.92% • Very Strong

As of 2025-09-09

10,038

Social Media Followers

As of 2025-09-09

00:00:00

Hours Airplay

2025-12-07 10:04:16 UTC

Genres

popindietronicaicelandic indieindie poppoprockpost-rockalternativealternativeelectronicicelandic electroniccompositional ambientother electronic musicfolk & traditionalfolktronica

Biography

Formed in 1997, Icelandic experimental pop group Múm consists of Gunnar Örn Tynes, Örvar Þóreyjarson Smárason, and twin sisters Gyða and Kristín Anna Valtýsdóttir. Their debut album, Yesterday Was Dramatic -- Today Is OK, was released in 2000 and praised for its innovative musical approach. Over the years, the band underwent lineup changes and collaborations, releasing albums like Finally We Are No One in 2002 and Smilewound in 2013, which marked the return of Gyða Valtýsdóttir.

Múm's sound evolved through diverse influences and experimentation, with their music characterized by playful and imaginative compositions. The band's discography includes remix compilations, live recordings, and unexpected collaborations, showcasing their continuous exploration of sound and creative boundaries. Despite occasional breaks between album releases, Múm's unique blend of electronic and acoustic elements has solidified their position as innovative pioneers in the Icelandic music scene.

Top Brand Affinities

Report Date: 2025-09-09

múm is already in the conversation with 25-34 & 35-44 audiences in UNITED STATES, JAPAN, UNITED KINGDOM. The audience is heavily male (61%), so brand cues around fashion, access, and lifestyle earn attention. Instagram produces steady reach (539 avg likes per post); Instagram confirms credibility in-thread. Affinity proximity to MOOG, Icelandair, Ableton points directly to streetwear, music platforms, and lifestyle products. For marketers, it’s a plug-and-play route to relevance.

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 múm score 5.37% — Very Strong bucket.

Brand: MOOGBrand: IcelandairBrand: Ableton

Followers:10,038

Engagements:539

Rate:5.4%

Posts:274

Avg Likes:539

Avg Comments:29

Avg Views:0

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 10,038 · Engagements 539 · Rate 5.4% Posts 274 · Views 0 · Avg Likes 539 · Avg Comments 29 · Avg Views 0	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	25-34: 41% 35-44: 29% 18-24: 17% 45-64: 11%	Largest: 25-34 (41%); next: 35-44 (29%)
Gender Split	Female: 39% Male: 61% Non-binary/Other: 0%	Skews male (61%)
Top Countries	UNITED STATES (19%) JAPAN (11%) UNITED KINGDOM (9%) ITALY (7%) ICELAND (6%)	Top regions: UNITED STATES (19%), JAPAN (11%), UNITED KINGDOM (9%)
Platform Engagement	Instagram: 539 avg likes/post	best engagement: Instagram 539 avg likes

Top Brand Affinities

MOOG

Score: 76.92

Icelandair

Score: 40.34

Ableton

Score: 29.98

Mixcloud

Score: 21.34

Akai

Score: 19.40

Akg

Score: 14.94

Pro Tools

Score: 12.77

Tate Modern

Score: 10.33

Amazon Music

Score: 9.06

Atmos

Score: 8.67

Leica

Score: 6.78

Kodak

Score: 6.33

Brand	Category	Score
MOOG		76.92
Icelandair		40.34
Ableton		29.98
Mixcloud		21.34
Akai		19.40
Akg		14.94
Pro Tools		12.77
Tate Modern		10.33
Amazon Music		9.06
Atmos		8.67
Leica		6.78
Kodak		6.33
Spotify Music		6.31
Kickstarter		5.97
SoundCloud		5.78
Pioneer		5.60
Fujifilm		5.38
Oculus		4.48
Polaroid		4.40
Olympus		4.32
Beats Electronics		3.92
Pantone Inc		3.56
Warner Bros		3.08
Paramount Pictures		3.04
Lollapalooza		2.98
Panasonic		2.95
Columbia Pictures		2.89
A Game of Tones		2.88
Dr. Martens		2.88
Airbnb		2.85
Montblanc		2.77
Emporium		2.52
Martini		2.51
BBC		2.48
Mulberry		2.43
Lego		2.31
Aperol		2.31
Tesco		2.28
Tinder		2.08
Star Wars		2.02
Showtime		2.02
Coachella		1.95
Guinness		1.85
IKEA		1.83
Lush		1.81
The North Face		1.79
Nintendo		1.76
HBO		1.67
Cadillac		1.63
Jaguar		1.61