The Pains of Being Pure at Heart
Top Brand Affinity
Highest overlapping lifestyle brand
As of 2025-09-08
26,202
Social Media Followers
As of 2025-09-08
00:00:00
Hours Airplay
2025-12-08 08:07:40 UTC
Genres
Biography
New York-based musicians Alex Naidus (bass), Kip Berman (guitar/vocals), Kurt Feldman (drums), and Peggy Wang (keyboards/vocals) came together to form the Pains of Being Pure at Heart in 2007. They began as a low-key affair, writing short songs inspired by the fuzzy pop of My Bloody Valentine or Black Tambourine. Their first show was at a private party for Wang's birthday, playing five songs with a pre-recorded drum track. Their earliest songs were recorded for a self-titled CD-R on Cloudberry Records, followed soon after by a self-titled EP on the band's own Painbow imprint. In 2008, the group released a number of limited-edition split singles on Atomic Beat Records and Slumberland. Their first album, The Pains of Being Pure at Heart, was released in February 2009 on Slumberland, and the good reviews and positive press (including a spot on Late Night with Carson Daly) made them one of the most talked-about bands of early 2009.
After the release of the summer 2010 single Say No to Love, legendary producers Flood (Smashing Pumpkins) and Alan Moulder (My Bloody Valentine) were hired to give the band a slicker, more powerful sound. The resulting album, Belong, was released by Slumberland in March 2011. After touring their second album, the Pains of Being Pure at Heart returned to the U.S. and Berman began writing new material for their third album. With the departure of original keyboardist Peggy Wang and bassist Alex Naidus, Berman brought together a refreshed lineup -- which featured A Sunny Day in Glasgow's Jen Goma and brass player Kelly Pratt alongside Feldman -- to record the album with Andy Savours (My Bloody Valentine, Sigur Rós). The resulting Days of Abandon was produced by Andy Savours and released in 2014 by Yebo Music.
The group's next record was produced by Savours again and featured Berman handling most of the music himself, though Goma contributed vocals on many songs and touring bassist Jacob Danish Sloan helped out too. The sound of the album was heavily influenced by '80s new wave and pop, while the lyrics largely dealt with Berman's impending fatherhood. The Echo of Pleasure was released by Painbow Records in September 2017. In November 2019, Berman announced the band was no more. He continued writing and releasing music as the Natvral, a moniker he had taken up shortly before the end of Pains.
To celebrate the fifteenth anniversary of the release of their debut album in 2025, Berman reformed the band to tour Spain and Portugal, then play a couple of festivals in North America. The group at the shows featured original members Wang and Feldman along with guitarist Christoph Hochheim and bassist Eddy Marshall. To coincide with this activity, in February, Slumberland issued a set of non-LP tracks titled Perfect Right Now: A Slumberland Collection 2008-2010~ Tim Sendra
The Pains of Being Pure at Heart reliably reaches 18-24 & 25-34 audiences in UNITED STATES, BRAZIL, MEXICO. The base is heavily male (64%), paving the way for collaborations that read as status, style, and scene. The strongest distribution channel is Youtube (9,397 avg views per post); Instagram layers on depth and replies. The audience sits near MOOG, Warner Music, Live Nation, making streetwear, music platforms, and lifestyle products a natural expansion. The partnership writes itself—and the comments back it up.
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 26,202 · Engagements 775 · Rate 3.0% Posts 787 · Views 9,397 · Avg Likes 752 · Avg Comments 28 · Avg Views 9,397 |
Combine reach (followers/views) with ER to size both impact and responsiveness. |
| Age Breakdown |
18-24: 42% 25-34: 37% 35-44: 12% 13-17: 5% |
Largest: 18-24 (42%); next: 25-34 (37%) |
| Gender Split |
Female: 36% Male: 64% Non-binary/Other: 0% |
Skews male (64%) |
| Top Countries |
UNITED STATES (22%) BRAZIL (8%) MEXICO (5%) SPAIN (5%) ARGENTINA (5%) |
Top regions: UNITED STATES (22%), BRAZIL (8%), MEXICO (5%) |
| Platform Engagement | Instagram: 445 avg likes/post · Youtube: 9,397 avg views/post | Best reach: Youtube 9,397 avg views; best engagement: Instagram 445 avg likes |
Top Brand Affinities
MOOG
Warner Music
Live Nation
Ampeg
Fred Perry
Mixcloud
Tate Modern
Amazon Music
Pro Tools
Spotify Music
DeLorean Motor Company
Ableton
| Brand | Category | Score |
|---|---|---|
| MOOG | 30.80 | |
| Warner Music | 27.23 | |
| Live Nation | 24.12 | |
| Ampeg | 23.74 | |
| Fred Perry | 16.42 | |
| Mixcloud | 15.54 | |
| Tate Modern | 10.34 | |
| Amazon Music | 8.22 | |
| Pro Tools | 8.10 | |
| Spotify Music | 7.01 | |
| DeLorean Motor Company | 6.31 | |
| Ableton | 6.20 | |
| Lollapalooza | 5.79 | |
| Kickstarter | 5.72 | |
| Coachella | 5.48 | |
| Dr. Martens | 4.82 | |
| Columbia Pictures | 4.79 | |
| Nixon | 4.64 | |
| Paramount Pictures | 4.60 | |
| Kodak | 4.60 | |
| Fujifilm | 4.41 | |
| Bandai Namco | 4.29 | |
| Campari | 4.12 | |
| Sega | 3.96 | |
| Olympus | 3.94 | |
| SoundCloud | 3.91 | |
| Lush | 3.84 | |
| Polaroid | 3.80 | |
| Urban Outfitters | 3.64 | |
| Leica | 3.58 | |
| MTV | 3.57 | |
| Gundam | 3.49 | |
| Warner Bros | 3.35 | |
| Snoopy And The Peanuts Gang | 3.34 | |
| BBC | 3.24 | |
| Summit Entertainment | 3.18 | |
| Carhartt | 2.89 | |
| Emporium | 2.88 | |
| Nintendo | 2.88 | |
| Guinness | 2.83 | |
| Jaguar | 2.62 | |
| Tinder | 2.62 | |
| Showtime | 2.58 | |
| Star Wars | 2.57 | |
| Pantone Inc | 2.53 | |
| Lego | 2.30 | |
| HBO | 2.30 | |
| Philips | 2.28 | |
| Airbnb | 2.27 | |
| Pepsi | 2.26 |
Official Profiles
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|---|---|---|---|---|
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