The Lathums

The Lathums — pop artist from GB.

Vocals/Rhythm Guitar - Alex Moore Lead Guitar- Scott Concepcion Drums - Ryan Durrans Bass/Backing Vocals - Matty Murphy Honesty, hope & heartbreak feature in…

Influence: 52.54% Fanbase: 31.26% Trending: 63.19% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

Aquascutum • 104.72% • Very Strong

As of 2025-09-08

152,409

Social Media Followers

As of 2025-09-08

00:00:00

Hours Airplay

2025-12-07 11:02:42 UTC

Genres

popmanchester indierockmodern rockenglish indie rockrockalternative rockalternativealternativeindie rock

Biography

Vocals/Rhythm Guitar - Alex Moore
Lead Guitar- Scott Concepcion
Drums - Ryan Durrans
Bass/Backing Vocals - Matty Murphy

Honesty, hope & heartbreak feature in the poetry-laced music of The Lathums. Everything sung
from the heart, four young men from an overlooked town in England’s north gathered as teenagers
without ego or expectation and set about changing the lives of the people that gathered round
them.

From the earliest strains of ‘Fight On’ to the closing chord of ‘How Beautiful Life Can Be’, the
words of shy indie icon, Alex Moore, coupled with the chiming riffs of guitarist, Scott Concepcion and
restrained rhythmic back bone of drummer, Ryan Durrans & bassist, Matty Murphy, have brought
fervour to Saturday nights and soothed Sunday mornings.

Under no influence, yet emerging into long shadows cast by comparisons to The Smiths and Arctic
Monkeys, The Lathums lit up the world with their debut album, How Beautiful Life Can Be in 2021 and shone brighter still on follow-up, From Nothing To A Little Bit More in 2023.

Third album, Matter Does Not Define, adds a weighty new chapter in 2025. Propelled by the power in their songs and the sense of community fostered amongst loyal fans, both albums charted at UK No.1 and added fuel to the fire of their live experience. Sold out shows from Blackpool Empress Ballroom to Manchester’s Castlefield Bowl, Glastonbury & Wigan’s own Robin Park followed. The Lathums have proved themselves to be a band for all times and all people.

Top Brand Affinities

Report Date: 2025-09-08

The Lathums is already in the conversation with 18-24 & 25-34 audiences in UNITED KINGDOM, UNITED STATES, GERMANY. The audience is heavily male (77%), so brand cues around fashion, access, and lifestyle earn attention. Tiktok produces steady reach (4,826 avg views per post); Instagram confirms credibility in-thread. Affinity proximity to Aquascutum, Fred Perry, Carling points directly to streetwear, music platforms, and lifestyle products. For marketers, it’s a plug-and-play route to relevance.

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 Lathums score 1.60% — Moderate bucket.

Brand: AquascutumBrand: Fred PerryBrand: Carling

Followers:152,409

Engagements:2,438

Rate:1.6%

Posts:1,540

Avg Likes:2,398

Avg Comments:35

Avg Views:7,641

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 152,409 · Engagements 2,438 · Rate 1.6% Posts 1,540 · Views 7,641 · Avg Likes 2,398 · Avg Comments 35 · Avg Views 7,641	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	18-24: 37% 25-34: 30% 35-44: 18% 45-64: 12%	Largest: 18-24 (37%); next: 25-34 (30%)
Gender Split	Female: 23% Male: 77% Non-binary/Other: 0%	Skews male (77%)
Top Countries	UNITED KINGDOM (63%) UNITED STATES (5%) GERMANY (3%) SPAIN (2%) BRAZIL (2%)	Top regions: UNITED KINGDOM (63%), UNITED STATES (5%), GERMANY (3%)
Platform Engagement	Instagram: 1,748 avg likes/post · Tiktok: 4,826 avg views/post · Youtube: 2,815 avg views/post	Best reach: Tiktok 4,826 avg views; best engagement: Instagram 1,748 avg likes

Top Brand Affinities

Aquascutum

Score: 104.72

Fred Perry

Score: 67.31

Carling

Score: 33.17

Sky Sports

Score: 24.27

Stone Island

Score: 20.31

LG Group

Score: 17.29

Carlsberg

Score: 16.55

Peroni

Score: 15.70

Morrisons

Score: 13.85

Umbro

Score: 13.68

Barbour

Score: 11.69

Vauxhall

Score: 11.54

Brand	Category	Score
Aquascutum		104.72
Fred Perry		67.31
Carling		33.17
Sky Sports		24.27
Stone Island		20.31
LG Group		17.29
Carlsberg		16.55
Peroni		15.70
Morrisons		13.85
Umbro		13.68
Barbour		11.69
Vauxhall		11.54
Efteling		10.86
Guinness		10.82
Easyjet		10.77
Tesco		10.72
Amazon Music		9.37
Beck`s		9.19
Clarks		8.85
River Island		8.67
boohoo		7.19
Dr. Martens		7.10
Marks & Spencer		6.59
MISSGUIDED		6.56
Selfridges		6.36
ASOS		5.83
Amstel		5.80
Topshop		5.74
Myprotein		4.92
Harrods		4.80
Pilsner Urquell		4.74
Spotify Music		4.72
BBC		4.46
Primark		4.24
Cadbury		3.78
Smirnoff		3.78
MTV		3.62
Baileys		3.51
UEFA		3.24
Sunnies Studios		3.19
Adidas		2.96
Heineken		2.95
Jack Daniels		2.90
AMC		2.88
Columbia Pictures		2.63
Emporium		2.63
Lollapalooza		2.49
Urban Outfitters		2.47
Polaroid		2.47
Fila		2.45