The Bug

The Bug

Country: GB | Gender: male

Influence: 52.32% Fanbase: 28.33% Trending: 64.31% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

Mixcloud • 154.49% • Very Strong

As of 2025-09-09

25,612

Social Media Followers

As of 2025-09-09

00:00:00

Hours Airplay

2025-12-07 16:48:33 UTC

Genres

hip-hop & raptrip hopelectronicelectronicninjabass musicclassic dubstepdubstepmetaldub metalhardstyle/hardcore

Biography

Kevin Martin's work as the Bug synthesizes and detonates numerous styles including dancehall, ambient, and grime. Upon the arrival of Tapping the Conversation (1997), the Bug appeared to be a one-off concept from Martin, the prolific British producer then known for his work with God, Ice, and Techno Animal, among other collaborative guises willfully deforming styles ranging from free jazz and hip-hop to noise and dub. Instead, the Bug soon became and remains one of Martin's primary outlets, even as his discography has expanded with King Midas Sound, Zonal, and a slew of ambient recordings under his full name, Kevin Richard Martin. Since bending styles such as dancehall, dub techno, grime, and early dubstep on Pressure (2003), London Zoo (2008), and Angels & Devils (2014) -- each one a showcase for a vast array of vocalists -- Martin has both pared down and broadened his approach as the Bug. Concrete Desert (2017) and In Blue (2020) have respectively matched his bone-crunching rhythms and foreboding atmospheres on an intimate level with the guitar drones of Earth and the hushed incantations of Dis Fig. The Bug returned to the guest-heavy album format with 2021's Fire, then issued the entirely solo and instrumental Machine in 2024.

Allied with the Baltimore-based WordSound label, Martin hatched the Bug in 1997 with Tapping the Conversation. Inspired by The Conversation, Francis Ford Coppola's classic mystery thriller, Martin evoked its mood with instrumentation from some of his Ice and God associates and drum samples provided by A. Gurov (or Andre Gurov, otherwise known as DJ Vadim). After a battering 12" for FatCat in 1999 (previewed the previous year on a compilation for Techno Animal partner Justin K. Broadrick's Lo Fibre label), Martin started to use the Bug as a platform for vocalists, and with fellow producer the Rootsman established the 7"-only Razor X label. The Bug and the Rootsman partnered for a handful of co-billed singles, such as the He-Man-fronted "Killer," from 2001 through 2003. "Killer" set the tone for (and appeared on) the second Bug album, Pressure, issued during the latter year with Daddy Freddy, Paul St. Hilaire, and future King Midas Sound conspirator Roger Robinson also taking turns in the vocal booth. The LP was released in the U.K. by Aphex Twin's Rephlex and in the U.S. by Kid606's Tigerbeat6. Intermediary Bug singles, as well as the album Killing Sound, credited to the alternate and more explosive Bug/Rootsman guise Razor X Productions, preceded the next Bug full-length. Consolidating a partnership with yet another artist-operated venture, Coldcut's Ninja Tune label, Martin unloaded the third Bug album, London Zoo, in 2008. The likes of Warrior Queen and the Spaceape were in the mix, as were Killa P and Roll Deep's Flowdan, the voices of "Skeng," circulated beforehand on 12" through Kode9's Hyperdub.

Following London Zoo, Martin directed more of his energy to King Midas Sound, his comparatively dubwise group with Roger Robinson and Kiki Hitomi, but he kept the Bug afloat with singles, including a trio on Acid Ragga, his descriptively named Ninja Tune subsidiary. The Bug's Angels & Devils, an album of distinct halves, arrived in 2014 with side one vocalists Liz Harris (aka Grouper) and Miss Red giving way to the aggressions of Death Grips, Warrior Queen, and Flowdan on the second side. Exit, a supplemental double pack, was out shortly thereafter.

Through the latter half of the 2010s and into the next decade, Martin continued to split time between numerous pursuits. These included King Midas Sound (itself a project with an unpredictable evolution), outside productions (such as Miss Red's Murder and K.O.), collaborative releases on his Pressure label (like Flame 1 and Flame 2, partnered with Burial), and ambient explorations released under his birth name (the majority of them through another self-operated venture, Intercranial Recordings). This period also yielded a pair of Bug LPs created in tandem. For Concrete Desert, released in 2017, Martin worked with Earth, more specifically drone-riff master Dylan Carlson, fueled creatively by the writings of J.G. Ballard and the gray landscape and grimy underbelly of Los Angeles. Martin made his next move as the Bug beside Dis Fig with 2020's In Blue, a heady collision of dancehall, dub, and soul supported by Hyperdub.

Fire, the third part of a triptych that began with London Zoo and Angels & Devils, appeared on Ninja Tune in 2021. Guests included past collaborators like Flowdan and Moor Mother along with newer names like FFSYTHO and Nazamba. In 2022, the Bug shared the split EP Rosin with Al Cisneros of Sleep. Absent Riddim, a full-length of tracks based on the same rhythm, featured collaborators such as Dälek, Jaimie Branch, and Mark Stewart. The Bug began releasing the Machine series of instrumental EPs in early 2023, and five volumes appeared before highlights were chosen and released as the Machine full-length in 2024. The full five volumes were also issued as the compilation Machines I-V. ~ Andy Kellman, Rovi

The Bug Marketing Affinity & Brand Fit Data

Report Date: 2025-09-09

The Bug speaks to 25-34 & 18-24 audiences with measurable traction in UNITED STATES, UNITED KINGDOM, FRANCE. Composition is heavily male (77%), which tightens creative strategy without sacrificing scale. Youtube is the reach engine (511 avg views per post), and Instagram supplies credible back-and-forth with core fans. Affinity clusters near Mixcloud, MOOG, Ableton, suggesting category lift in streetwear, music platforms, and lifestyle products. The result is a partnership that feels earned, not forced.

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 The Bug score 0.57%Low bucket.
Brand: MixcloudBrand: MOOGBrand: Ableton
Followers:25,612
Engagements:147
Rate:0.6%
Posts:8,975
Views:511
Avg Likes:147
Avg Comments:4
Avg Views:511

Audience Demographics & Key Stats

MetricValueWhy It Matters
Social Snapshot Followers 25,612 · Engagements 147 · Rate 0.6%
Posts 8,975 · Views 511 · Avg Likes 147 · Avg Comments 4 · Avg Views 511
Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown 25-34: 43%
18-24: 25%
35-44: 21%
45-64: 8%
Largest: 25-34 (43%); next: 18-24 (25%)
Gender Split Female: 23%
Male: 77%
Non-binary/Other: 0%
Skews male (77%)
Top Countries UNITED STATES (28%)
UNITED KINGDOM (13%)
FRANCE (11%)
CANADA (6%)
AUSTRALIA (5%)
Top regions: UNITED STATES (28%), UNITED KINGDOM (13%), FRANCE (11%)
Platform Engagement Instagram: 130 avg likes/post · Youtube: 511 avg views/post Best reach: Youtube 511 avg views; best engagement: Instagram 130 avg likes

Top Brand Affinities

Mixcloud
Score: 154.49
MOOG
Score: 119.44
Ableton
Score: 67.92
Akai
Score: 50.07
Ampeg
Score: 35.13
SoundCloud
Score: 21.33
Pioneer
Score: 20.93
Sennheiser
Score: 15.44
Beats Electronics
Score: 12.96
Pro Tools
Score: 11.90
Atmos
Score: 10.51
Tate Modern
Score: 10.14
Brand Category Score
Mixcloud 154.49
MOOG 119.44
Ableton 67.92
Akai 50.07
Ampeg 35.13
SoundCloud 21.33
Pioneer 20.93
Sennheiser 15.44
Beats Electronics 12.96
Pro Tools 11.90
Atmos 10.51
Tate Modern 10.14
Vauxhall 9.12
Spotify Music 7.43
Amazon Music 7.43
Xerox 6.85
Warner Bros 5.85
Kickstarter 4.94
Carhartt 4.87
Pilsner Urquell 4.46
Stüssy 3.96
Holden 3.85
Kodak 3.81
Hurley 3.77
BBC 3.76
Gundam 3.59
Tesco 3.29
Leica 3.22
Guinness 3.03
Panasonic 2.72
Columbia Pictures 2.66
Showtime 2.60
Matrix 2.60
Polaroid 2.50
Coachella 2.41
Philips 2.28
Fujifilm 2.20
Dr. Martens 2.18
Paypal 2.17
MTV 2.13
Garnier 2.12
Tomorrowland 2.07
Pantone Inc 2.04
Nokia 2.04
Red Bull 1.88
Lego 1.80
Airbnb 1.79
Transformers 1.79
Paramount Pictures 1.73
Adobe 1.71

Official Profiles

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Artist: The Bug

Date Range: 2025-12-07 → 2025-12-07
Total Airplay Time: 0h 0m 0s across 0 Radio Stations

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