The Alarm
Top Brand Affinity
Highest overlapping lifestyle brand
As of 2025-09-09
28,020
Social Media Followers
As of 2025-09-09
00:00:00
Hours Airplay
2025-12-07 14:44:58 UTC
Genres
Biography
The Alarm was formed in Rhyl, Wales in 1981 by vocalist/guitarist Mike Peters, who'd started out in a local punk band called the Toilets along with Alarm drummer Nigel Twist (b. Nigel Buckle). When that band broke up, Peters -- then playing bass -- formed a new outfit called Seventeen (after the Sex Pistols song) with guitarists Eddie MacDonald and Dave Sharp (b. Dave Kitchingman), both local scenesters and longtime friends. Seventeen was initially influenced by the Pistols, the Clash, the mod-revival punk of the Jam, and the punk-pop of ex-Pistol Glen Matlock's Rich Kids. As their songwriting interests grew more socially conscious, and in early 1981, the group reinvented itself as the Alarm, taking the name from a Seventeen song called "Alarm Alarm." Later that year, they moved to London and self-released their debut single, a Peters/MacDonald-penned political rocker called "Unsafe Building," backed with Sharp's folk-punk tune "Up for Murder." By this time, MacDonald and Peters had switched instruments, with Peters taking up rhythm guitar and MacDonald moving to bass.
In 1982, the Alarm signed with IRS and issued another single, "Marching On." On the strength of their live shows, U2 tapped them to open their 1983 supporting tour for War, which helped make the group's next single, the Stephen King retelling "The Stand," into an underground hit. The Alarm's self-titled debut EP appeared later in 1983, compiling previous single releases, and setting the stage for the release of their first proper album, Declaration, in 1984. A Top Ten U.K. hit, Declaration spun off several popular singles, including the Seventeen holdover "Sixty-Eight Guns" (which made the pop Top 20), "Where Were You Hiding When the Storm Broke?" (which just missed), "The Deceiver," and the live staple "Blaze of Glory." Non-LP singles followed in a cover of "The Bells of Rhymney," the new wave dance tune "The Chant (Has Just Begun)," and the British Top 40 hit "Absolute Reality."
The Alarm's sophomore effort, 1985's Strength, was another U.K. success, and brought them into the Top 40 of the U.S. album charts for the first time; additionally, the single "Spirit of '76" was a Top 40 U.K. hit. Strength displayed greater subtlety and maturity in both their songwriting and arrangements, and was often hailed as the group's best overall album. The Alarm took a break after the supporting tour, and returned in 1987 with Eye of the Hurricane, which featured more polished, mainstream production reminiscent of U2. The gambit helped them gain some rock radio play in America with the singles "Presence of Love," "Rescue Me," and especially the more danceable "Rain in the Summertime," and they landed a tour slot supporting Bob Dylan. A concert EP, Electric Folklore: Live, followed in 1988.
1989's Change was an homage to the group's native Wales, and was accompanied by an alternate Welsh-language version, Newid. Produced by Tony Visconti, Change spawned the group's biggest modern rock radio hit in America, the bluesy "Sold Me Down the River," which also put them in the U.S. pop Top 50 for the first and only time. "Devolution Working Man Blues" and "Love Don't Come Easy" also earned radio airplay, and the track "A New South Wales" boasted an appearance by the Welsh Symphony Orchestra. Although it was hugely popular in Wales, it didn't sell as well as the group's earlier works, and internal band dissension -- exacerbated by deaths in both Peters and Twist's families -- made 1991's Raw the original Alarm's final effort. "The Road" was their final radio hit, but with the band's impending breakup, IRS found little reason to promote it.
Mike Peters and Dave Sharp both embarked on solo careers. Sharp issued albums in 1991 and, after relocating to New Orleans, in 1996. Peters, meanwhile, issued his solo debut in 1995 and was subsequently diagnosed with lymphoma; fortunately, the "cancer" turned out to be benign, and Peters completed two more solo records before forming Colorsound with former Cult guitarist Billy Duffy. Peters subsequently reunited the original Alarm lineup for several live appearances, and then formed a new unit consisting of guitarist James Stevenson (Gene Loves Jezebel, Chelsea), bassist Craig Adams (the Cult, the Mission UK, Sisters of Mercy), and drummer Steve Grantley (Stiff Little Fingers). In February 2004, this lineup of the Alarm pulled off a masterful hoax on the British music industry by issuing a garagey punk-pop single, "45 RPM," under the fictitious name the Poppy Fields. Peters, having gotten positive feedback on the song, decided to disassociate it from his veteran band to have it judged on its own merits, and recruited a young Welsh group called the Wayriders to lip-sync the song in the video. The so-called Poppy Fields took "45 RPM" into the U.K. Top 30 before the hoax was revealed, setting the stage for the new Alarm's first album together, In the Poppy Fields. Soon after the album's release, production for a film based on Peters' manipulating of the music industry began with Shrek producer John H. Williams backing the project.
In 2006, another iteration of the band released Under Attack, which featured the hit single "Superchannel." They returned two years later with Guerilla Tactics, and in the same year, Sharp formed another version of the band, AOR - The Spirit of the Alarm. The band put out Direct Action and The Sound and the Fury in 2010 and 2011, respectively. The latter was a collection of re-recorded tracks from the band's and Mike Peters' catalog. 2014 saw the band and Peters create the soundtrack for the film Vinyl, which also featured guest vocals from the film's stars Phil Daniels and Keith Allen.
In 2014, Peters began to record reimagined version of the Alarm's albums as a means of updating them for the 21st century. He began with Declaration, and followed that with Peace Train, which was comprised of re-recorded B-sides. By 2017 he had also re-recorded both Strength and Majority, and that same year he released the two-album project Blood Red and Viral Black. ~ Steve Huey
The Alarm commands interest from 45-64 & 35-44 audiences in UNITED STATES, UNITED KINGDOM, CANADA. With a heavily male (82%) base, collaborations tied to style, access, or drops tend to land. Youtube delivers predictable visibility (3,746 avg views per post); Instagram delivers the receipts in replies and shares. Affinity overlap with Live Nation, ITV, Fred Perry points squarely at streetwear, music platforms, and lifestyle products. Expect awareness that shows up in the comments—not just in the reports.
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 28,020 · Engagements 512 · Rate 1.8% Posts 1,629 · Views 3,746 · Avg Likes 481 · Avg Comments 28 · Avg Views 3,746 |
Combine reach (followers/views) with ER to size both impact and responsiveness. |
| Age Breakdown |
45-64: 41% 35-44: 31% 25-34: 18% 18-24: 9% |
Largest: 45-64 (41%); next: 35-44 (31%) |
| Gender Split |
Female: 18% Male: 82% Non-binary/Other: 0% |
Skews male (82%) |
| Top Countries |
UNITED STATES (33%) UNITED KINGDOM (26%) CANADA (5%) BRAZIL (4%) ITALY (3%) |
Top regions: UNITED STATES (33%), UNITED KINGDOM (26%), CANADA (5%) |
| Platform Engagement | Instagram: 283 avg likes/post · Youtube: 3,746 avg views/post | Best reach: Youtube 3,746 avg views; best engagement: Instagram 283 avg likes |
Top Brand Affinities
Live Nation
ITV
Fred Perry
Morrisons
Mixcloud
ASDA
Sennheiser
Amazon Music
Jetblue Airways
Paramount Pictures
Sainsbury's
Vivienne Westwood
| Brand | Category | Score |
|---|---|---|
| Live Nation | 51.21 | |
| ITV | 17.54 | |
| Fred Perry | 16.35 | |
| Morrisons | 12.84 | |
| Mixcloud | 12.03 | |
| ASDA | 11.90 | |
| Sennheiser | 11.34 | |
| Amazon Music | 11.25 | |
| Jetblue Airways | 10.33 | |
| Paramount Pictures | 9.04 | |
| Sainsbury's | 9.04 | |
| Vivienne Westwood | 8.30 | |
| Marks & Spencer | 8.27 | |
| Guinness | 8.07 | |
| Tate Modern | 7.76 | |
| DeLorean Motor Company | 6.93 | |
| Jameson | 6.50 | |
| MTV | 6.50 | |
| Selfridges | 6.49 | |
| iHeartRadio Music Awards | 6.32 | |
| NHL | 6.11 | |
| BBC | 5.91 | |
| Coors | 5.87 | |
| ALDI | 5.40 | |
| Bethesda Softworks | 5.24 | |
| Tesco | 4.92 | |
| Warner Bros | 4.92 | |
| Spotify Music | 4.79 | |
| Kickstarter | 4.55 | |
| Dr. Martens | 4.53 | |
| Nixon | 4.48 | |
| Pilsner Urquell | 4.46 | |
| eBay | 4.26 | |
| NBC | 4.05 | |
| Gillette | 4.00 | |
| Snoopy And The Peanuts Gang | 3.97 | |
| Heinz | 3.95 | |
| Baileys | 3.93 | |
| Lollapalooza | 3.84 | |
| Verizon | 3.80 | |
| Cadillac | 3.76 | |
| Columbia Pictures | 3.67 | |
| Comedy Central | 3.66 | |
| Oculus | 3.60 | |
| Pfizer | 3.55 | |
| Leica | 3.36 | |
| NFL | 3.12 | |
| Star Wars | 3.07 | |
| Jaguar | 3.07 | |
| Pixar | 2.99 |
Official Profiles
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Concerts
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| Date/Time (UTC) | Event | Venue | Location | Tickets |
|---|---|---|---|---|
| No upcoming concerts found. | ||||















