St. South

St. South — r&b, funk & soul artist from AU.

St. South, the musical project of Olivia Gavranich, is an indie-pop artist from Perth, currently based in Sydney. Known for her emotionally resonant music, she…

Influence: 48.93% Fanbase: 20.77% Trending: 63.01% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

Vegemite • 21.56% • Very Strong

As of 2025-09-09

61,981

Social Media Followers

As of 2025-09-09

00:00:00

Hours Airplay

2025-12-07 11:38:03 UTC

Genres

r&b, funk & soulvapor soulneo soulalternativealternativeelectronicelectronic

Biography

St. South, the musical project of Olivia Gavranich, is an indie-pop artist from Perth, currently based in Sydney. Known for her emotionally resonant music, she gained recognition with her debut EP Nervous Energy in 2016, featuring tracks that have been featured in popular TV shows. In 2020, she released her full-length album Get Well Soon, which explores themes of grief, heartbreak, and self-love. Following a period of personal challenges, including the loss of her father and a breakup, St. South released the EP BIG SADS in September 2024, a collection of introspective alt-indie-pop songs reflecting on love, loss, and healing.

Fans of artists like Clairo, Orion Sun, BANKS, SOHN, RY X, Låpsley, and Vallis Alps will appreciate St. South's emotive and introspective music, which delves into themes of heartbreak, self-discovery, and resilience. Her latest EP, BIG SADS, showcases her delicate production and poignant songwriting, offering a glimpse into the complex emotions experienced during times of loss and change.

Top Brand Affinities

Report Date: 2025-09-09

St. South indexes high with fans in the 18-24 range in UNITED STATES, UNITED KINGDOM, AUSTRALIA. The skew is heavily female (65%), which clarifies product positioning and tone. Momentum is most visible on Tiktok with 1,541 avg views per post; Instagram rounds out day-to-day engagement. The brand graph leans toward Vegemite, Ableton, Hasselblad, making streetwear, music platforms, and lifestyle products a natural test bed. Choose St. South when the KPI is cultural lift plus measurable fan actions.

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 St. South score 0.64% — Low bucket.

Brand: VegemiteBrand: AbletonBrand: Hasselblad

Followers:61,981

Engagements:397

Rate:0.6%

Posts:794

Avg Likes:388

Avg Comments:17

Avg Views:1,987

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 61,981 · Engagements 397 · Rate 0.6% Posts 794 · Views 1,987 · Avg Likes 388 · Avg Comments 17 · Avg Views 1,987	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	18-24: 58% 25-34: 29% 13-17: 8% 35-44: 4%	Largest: 18-24 (58%); next: 25-34 (29%)
Gender Split	Female: 65% Male: 35% Non-binary/Other: 0%	Skews female (65%)
Top Countries	UNITED STATES (23%) UNITED KINGDOM (6%) AUSTRALIA (6%) BRAZIL (6%) CANADA (5%)	Top regions: UNITED STATES (23%), UNITED KINGDOM (6%), AUSTRALIA (6%)
Platform Engagement	Instagram: 295 avg likes/post · Tiktok: 1,541 avg views/post · Youtube: 446 avg views/post	Best reach: Tiktok 1,541 avg views; best engagement: Instagram 295 avg likes

Top Brand Affinities

Vegemite

Score: 21.56

Ableton

Score: 12.45

Hasselblad

Score: 11.38

Kmart

Score: 10.85

Qantas

Score: 10.22

Amazon Music

Score: 9.13

Acne Studios

Score: 8.64

Woolworths

Score: 8.14

Kodak

Score: 7.83

Sunnies Studios

Score: 5.47

Holden

Score: 5.19

Spotify Music

Score: 5.09

Brand	Category	Score
Vegemite		21.56
Ableton		12.45
Hasselblad		11.38
Kmart		10.85
Qantas		10.22
Amazon Music		9.13
Acne Studios		8.64
Woolworths		8.14
Kodak		7.83
Sunnies Studios		5.47
Holden		5.19
Spotify Music		5.09
Polaroid		4.78
Dr. Martens		4.44
Olympus		4.36
Showtime		4.35
SoundCloud		4.29
Airbnb		4.14
Billabong		4.13
Carhartt		3.93
Tinder		3.88
Fujifilm		3.81
ABC		3.70
Coachella		3.63
Leica		3.49
Paramount Pictures		3.40
Lush		3.32
ASOS		3.27
Crocs		3.11
Urban Outfitters		3.05
Emporium		2.79
Mulberry		2.69
Lollapalooza		2.65
A Game of Tones		2.57
Guinness		2.32
Beats Electronics		2.26
Aperol		2.24
MTV		2.23
Pantone Inc		2.21
Geocaching		2.15
Vans		1.97
Chrysler		1.85
Bentley		1.79
Calvin Klein		1.73
The Olympic Games		1.66
Warner Bros		1.65
Levi's		1.61
National Geographic		1.44
Vogue		1.43
Adobe		1.38