Tender
Top Brand Affinity
Highest overlapping lifestyle brand
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
Biography
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 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.
Audience Demographics & Key Stats
| Metric | Value | Why 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
Amazon Music
Pro Tools
Ableton
Lollapalooza
Kodak
Tate Modern
Coachella
Fujifilm
Spotify Music
SoundCloud
Polaroid
| 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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LoginArtist: Tender
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Total Streams
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Concerts
Upcoming events from today (UTC) to the next 6 months.
| Date/Time (UTC) | Event | Venue | Location | Tickets |
|---|---|---|---|---|
| No upcoming concerts found. | ||||















