RAYE Brand Affinity ranks highest boohoo at 14.94% . Very Strong. Score DMDB 66.88% | Fanbase 62.00%

RAYE — pop artist from GB.

British singer/songwriter RAYE, born Rachel Keen in South London, emerged in the music scene after collaborating with artists such as Jonas Blue and Jax Jones.…

RAYE

Recognizable

Country: GB | Gender: female | Artist ID: 11e81bcc-b235-0ae6-99bb-a0369fe50396

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Genres

popdance poppoppost-teen popuk popmainstream popr&b, funk & souluk contemporary r&bcontemporary r&belectronictropical houseedmpop dancehouseuk dance

Influential: 66.88% Fanbase: 62.00% Trending: 69.33%

As of: 2025-09-09

Top Brand Affinity

Highest overlapping lifestyle brand

boohoo • 14.94% • Very Strong

As of 2025-09-09

3,881,270

Social Media Followers

As of 2025-09-09

00:00:00

Hours Airplay

Scores

Score: DMDB 66.88% | Fanbase 62.00% | Trending 69.33% | CAREER STAGE: MAINSTREAM

Biography

British singer/songwriter RAYE, born Rachel Keen in South London, emerged in the music scene after collaborating with artists such as Jonas Blue and Jax Jones. Her 2020 mini-album, Euphoric Sad Songs, produced the Top Ten single "Secrets." RAYE's career began at the age of ten, performing in charity gigs and local church events before attending the BRIT School in 2012. After releasing her debut EP, Welcome to the Winter, in 2014, she signed with Polydor and continued to gain recognition through collaborations and solo releases.

RAYE's success continued with hits like "Decline" and "Cigarette," leading to the release of her debut album, My 21st Century Blues, in 2023. The album reached number two in the UK and showcased her songwriting skills. Following a historic win at the 2024 BRIT Awards, RAYE released the single "Genesis," further solidifying her position as a rising star in the music industry.

Report Date: 2025-09-09

RAYE resonates with 18-24 & 25-34 audiences and sustains presence in UNITED STATES, UNITED KINGDOM, BRAZIL. The demographic is heavily female (58%), giving brands permission to be specific without narrowing the funnel. Performance concentrates on Youtube, averaging 71,555 avg views per post; Instagram amplifies the conversation around drops and moments. Affinity adjacency with boohoo, Selfridges, Amazon Music maps cleanly into streetwear, music platforms, and lifestyle products. That alignment reduces creative risk and increases the odds of shareable outcomes.

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 RAYE score 5.32% — Very Strong bucket.

Brand: boohooBrand: SelfridgesBrand: Amazon Music

Followers:3,881,270

Engagements:206,593

Rate:5.3%

Posts:344

Avg Likes:206,491

Avg Comments:1,128

Avg Views:71,555

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 3,881,270 · Engagements 206,593 · Rate 5.3% Posts 344 · Views 71,555 · Avg Likes 206,491 · Avg Comments 1,128 · Avg Views 71,555	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	18-24: 52% 25-34: 32% 13-17: 7% 35-44: 7%	Largest: 18-24 (52%); next: 25-34 (32%)
Gender Split	Female: 58% Male: 42% Non-binary/Other: 0%	Skews female (58%)
Top Countries	UNITED STATES (24%) UNITED KINGDOM (14%) BRAZIL (6%) NIGERIA (5%) FRANCE (5%)	Top regions: UNITED STATES (24%), UNITED KINGDOM (14%), BRAZIL (6%)
Platform Engagement	Instagram: 201,126 avg likes/post · Youtube: 71,555 avg views/post	Best reach: Youtube 71,555 avg views; best engagement: Instagram 201,126 avg likes

Top Brand Affinities

boohoo

Score: 14.94

Selfridges

Score: 14.84

Amazon Music

Score: 13.46

Vauxhall

Score: 12.66

Mixcloud

Score: 12.60

River Island

Score: 11.22

ASOS

Score: 10.94

MISSGUIDED

Score: 10.91

Topshop

Score: 8.66

Barbie

Score: 8.48

JACQUEMUS

Score: 7.95

Acne Studios

Score: 7.41

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Top Brand Affinities

Brand	Category	Score
boohoo		14.94
Selfridges		14.84
Amazon Music		13.46
Vauxhall		12.66
Mixcloud		12.60
River Island		11.22
ASOS		10.94
MISSGUIDED		10.91
Topshop		8.66
Barbie		8.48
JACQUEMUS		7.95
Acne Studios		7.41
Pioneer		7.26
Marks & Spencer		6.76
Vivienne Westwood		6.45
Ableton		6.06
MTV		5.73
Primark		5.61
iHeartRadio Music Awards		5.32
Urban Outfitters		5.20
Harrods		5.12
Steve Madden		4.95
SoundCloud		4.94
Fenty beauty		4.72
Tesco		4.71
Coach		4.43
BBC		4.39
Spotify Music		4.06
Tomorrowland		3.83
Coachella		3.63
Dr. Martens		3.50
Moschino		3.43
Beats Electronics		3.30
Sunnies Studios		3.29
Pull&Bear		3.19
Target		3.10
shein		3.03
Kodak		2.97
Lush		2.92
NARS Cosmetics		2.92
Calvin Klein		2.90
H&M		2.86
FashionNova		2.83
Showtime		2.80
TOM FORD		2.76
Vogue		2.75
Marc Jacobs		2.75
NBC		2.75
Lollapalooza		2.66
Bershka		2.62