Tender

Tender

Country: GB

Influence: 56.65% Fanbase: 34.69% Trending: 67.63% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

MOOG • 16.42% • Very Strong

As of 2025-09-08

314,495

Social Media Followers

As of 2025-09-08

00:00:00

Hours Airplay

2025-12-08 04:20:22 UTC

Genres

popuk alternative popr&b, funk & soulvapor soulalternativealternativeelectronicelectropopelectronic

Biography

Flux is defined as “the action or process of flowing or flowing out,” but also as a period of “continuous change”. The latter definition is why it’s the perfect title for TENDER’s third album flux.

In the five years since the release of second album ‘Fear of Falling Asleep’, James Cullen and Dan Cobb moved out of the place they shared as housemates – Cullen lives in London, with Cobb now in Brighton – but also became fathers, with their lives dramatically changing in that time. 

After a bit of a whirlwind four years following the act’s inception, TENDER had put out initially three EPs followed by two studio albums. A lot of music over a short space of time with a need to slow down and draw upon new influences. The pair had grown. What started out as an experiment into the world of more electronic-based music, from their guitar roots, has become soundscapes awash with world music influences and diverse samples. The “TENDER sound” still remains. Its execution, evolved.

Amongst the chaos of the pandemic, both James & Dan started families and became restricted to creating music remotely, even across the Atlantic for a spell, while living in new, different cities. They set out to release new work with the ideas being formed for two EPs, naturally named ‘Side A’ and ‘Side B’

Fast forward to 2024 TENDER approach the release of their 3rd full length record 'Flux' With US, CAN and EU tour dates performed as a live 5 piece. A new album is currently in development for 2025.

Tender Marketing Affinity & Brand Fit Data

Report Date: 2025-09-08

Tender performs best with fans in the 18-24 range, concentrated in UNITED STATES, INDIA, BRAZIL. Audience composition is heavily female (57%), which simplifies targeting and creative tone. The most reliable reach comes from Youtube at 982 avg views per post, with Instagram providing steady community replies and saves. Brand adjacency trends toward MOOG, Amazon Music, Pro Tools, signaling clear alignment with streetwear, music platforms, and lifestyle products. If the brief is to seed a message that travels organically, Tender is positioned to deliver.

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 Tender score 0.18%Low bucket.
Brand: MOOGBrand: Amazon MusicBrand: Pro Tools
Followers:314,495
Engagements:568
Rate:0.2%
Posts:1,278
Views:1,655
Avg Likes:563
Avg Comments:26
Avg Views:1,655

Audience Demographics & Key Stats

MetricValueWhy It Matters
Social Snapshot Followers 314,495 · Engagements 568 · Rate 0.2%
Posts 1,278 · Views 1,655 · Avg Likes 563 · Avg Comments 26 · Avg Views 1,655
Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown 18-24: 58%
25-34: 29%
13-17: 7%
35-44: 4%
Largest: 18-24 (58%); next: 25-34 (29%)
Gender Split Female: 57%
Male: 43%
Non-binary/Other: 0%
Skews female (57%)
Top Countries UNITED STATES (15%)
INDIA (8%)
BRAZIL (7%)
ROMANIA (4%)
TüRKIYE (4%)
Top regions: UNITED STATES (15%), INDIA (8%), BRAZIL (7%)
Platform Engagement Instagram: 489 avg likes/post · Tiktok: 673 avg views/post · Youtube: 982 avg views/post Best reach: Youtube 982 avg views; best engagement: Instagram 489 avg likes

Top Brand Affinities

MOOG
Score: 16.42
Amazon Music
Score: 9.36
Pro Tools
Score: 8.90
Ableton
Score: 8.38
Lollapalooza
Score: 8.38
Kodak
Score: 6.87
Tate Modern
Score: 6.57
Coachella
Score: 5.18
Fujifilm
Score: 5.03
Spotify Music
Score: 4.61
SoundCloud
Score: 4.12
Polaroid
Score: 3.97
Brand Category Score
MOOG 16.42
Amazon Music 9.36
Pro Tools 8.90
Ableton 8.38
Lollapalooza 8.38
Kodak 6.87
Tate Modern 6.57
Coachella 5.18
Fujifilm 5.03
Spotify Music 4.61
SoundCloud 4.12
Polaroid 3.97
Urban Outfitters 3.78
Dr. Martens 3.60
Leica 3.60
Summit Entertainment 3.39
ASOS 3.04
Showtime 3.02
A Game of Tones 2.99
Olympus 2.98
MTV 2.75
Adobe 2.74
Prismacolor 2.66
Tomorrowland 2.49
Beats Electronics 2.40
Tinder 2.39
BBC 2.36
Pantone Inc 2.26
Pepsi 2.25
Carhartt 2.24
Topshop 2.21
Geocaching 2.13
HBO 2.11
Paramount Pictures 2.11
Aperol 2.05
Airbnb 2.02
Chrysler 1.93
Fenty beauty 1.92
Sunnies Studios 1.89
Vogue 1.87
Vans 1.86
H&M 1.82
Guinness 1.82
Budweiser 1.81
Nikon 1.78
Target 1.75
Warner Bros 1.74
Lush 1.73
Canon 1.73
Sony 1.70

Official Profiles

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Artist: Tender

Date Range: 2025-12-08 → 2025-12-08
Total Airplay Time: 0h 0m 0s across 0 Radio Stations

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