The Shires
Top Brand Affinity
Highest overlapping lifestyle brand
As of 2025-09-08
48,596
Social Media Followers
As of 2025-09-08
00:00:00
Hours Airplay
2025-12-07 08:06:52 UTC
Genres
Biography
The Shires came into existence in 2013 after Hertfordshire guitarist, vocalist, and songwriter Ben Earle, a struggling solo artist who had toured with KT Tunstall, posted "there must be a country singer somewhere" on his social media. A response came from nearby Bedfordshire in the form of Crissie Rhodes, a talented vocalist who had been honing her craft at weddings, pubs, and clubs. The pair bonded over their mutual love of artists like Dolly Parton, Kacey Musgraves, and Alison Krauss, and began writing and performing together; they eventually inked a deal with Decca Records in the U.K. and Universal Music Group Nashville in the United States. Their first single, the aptly named "Nashville Skies," debuted in 2014 ahead of their full-length studio album Brave, which followed in February 2015. The duo promoted the record with a nationwide tour and returned in 2016 with their second album, My Universe, which entered the mainstream U.K. chart at number three. Their third effort, 2018's Accidentally on Purpose, recorded in Nashville with Lindsay Rimes, was their attempt at a proper crossover record, taking inspiration from the contemporary U.S. country scene with big pop hooks and choruses. Following the release of the album, the duo headed out on a lengthy U.K. tour before rounding out the year in support of Shania Twain. 2019 saw them return to Nashville to record what would become their fourth studio album, Good Years. The release was issued at the beginning of 2020 before the pair headed out on a U.K. tour. In 2022, they released 10 Year Plan, which like its four predecessors, soared to number one on the U.K. country charts. ~ James Christopher Monger, Rovi
The Shires resonates with 18-24 & 25-34 audiences and sustains presence in UNITED KINGDOM, UNITED STATES, IRELAND. The demographic is heavily female (71%), giving brands permission to be specific without narrowing the funnel. Performance concentrates on Tiktok, averaging 1,769 avg views per post; Instagram amplifies the conversation around drops and moments. Affinity adjacency with Virgin Atlantic, Sweaty Betty, ITV maps cleanly into streetwear, music platforms, and lifestyle products. That alignment reduces creative risk and increases the odds of shareable outcomes.
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 48,596 · Engagements 641 · Rate 1.3% Posts 2,462 · Views 1,769 · Avg Likes 612 · Avg Comments 19 · Avg Views 1,769 |
Combine reach (followers/views) with ER to size both impact and responsiveness. |
| Age Breakdown |
18-24: 37% 25-34: 34% 35-44: 16% 45-64: 7% |
Largest: 18-24 (37%); next: 25-34 (34%) |
| Gender Split |
Female: 71% Male: 29% Non-binary/Other: 0% |
Skews female (71%) |
| Top Countries |
UNITED KINGDOM (75%) UNITED STATES (9%) IRELAND (3%) NIGERIA (3%) AUSTRALIA (2%) |
Top regions: UNITED KINGDOM (75%), UNITED STATES (9%), IRELAND (3%) |
| Platform Engagement | Instagram: 483 avg likes/post · Tiktok: 1,769 avg views/post | Best reach: Tiktok 1,769 avg views; best engagement: Instagram 483 avg likes |
Top Brand Affinities
Virgin Atlantic
Sweaty Betty
ITV
Marks & Spencer
Kurt Geiger
Costa Coffee
ASDA
Next
Waitrose
British Airways
Sainsbury's
Ariat
| Brand | Category | Score |
|---|---|---|
| Virgin Atlantic | 38.90 | |
| Sweaty Betty | 27.15 | |
| ITV | 26.31 | |
| Marks & Spencer | 24.04 | |
| Kurt Geiger | 23.06 | |
| Costa Coffee | 21.30 | |
| ASDA | 20.60 | |
| Next | 19.93 | |
| Waitrose | 19.68 | |
| British Airways | 18.49 | |
| Sainsbury's | 18.16 | |
| Ariat | 17.31 | |
| TUI | 17.13 | |
| All Saints | 16.67 | |
| Morrisons | 14.88 | |
| Easyjet | 14.03 | |
| Amazon Music | 13.53 | |
| TUI Group | 13.38 | |
| Barbour | 13.21 | |
| Eurostar | 12.43 | |
| River Island | 12.32 | |
| ALDI | 12.07 | |
| Vauxhall | 11.48 | |
| Tesco | 9.98 | |
| Carlsberg | 9.53 | |
| Cadbury | 9.00 | |
| boohoo | 8.43 | |
| Baileys | 8.41 | |
| Selfridges | 8.35 | |
| Tate Modern | 8.35 | |
| BBC | 8.29 | |
| Primark | 7.32 | |
| Guinness | 7.02 | |
| T.G.I. Friday's | 6.19 | |
| Lush | 6.14 | |
| Ryanair | 5.87 | |
| ASOS | 5.82 | |
| New Line Cinema | 5.52 | |
| Haribo | 5.17 | |
| Myprotein | 5.15 | |
| Harrods | 5.06 | |
| Jack Daniels | 4.88 | |
| Sunnies Studios | 4.86 | |
| NBC | 4.68 | |
| Spotify Music | 4.66 | |
| Anthropologie | 4.57 | |
| Columbia Pictures | 4.52 | |
| Showtime | 4.27 | |
| Topshop | 4.24 | |
| Lindt | 4.16 |
Official Profiles
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LoginArtist: The Shires
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Top 10 Songs Played Today
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Total Streams (2025-09-20)
Total: 236,494
| PLATFORM | TOTAL | % | |
|---|---|---|---|
| [+] |
|
142,937 | 60.44% |
| [+] |
|
57,509 | 24.32% |
| [+] |
|
24,837 | 10.50% |
| [+] |
|
10,509 | 4.44% |
| [+] |
|
702 | 0.30% |
| [+] |
|
0 | 0.00% |
| [+] |
|
0 | 0.00% |
| [+] |
|
0 | 0.00% |
| [+] |
|
0 | 0.00% |
Concerts
Upcoming events from today (UTC) to the next 6 months.
| Date/Time (UTC) | Event | Venue | Location | Tickets |
|---|---|---|---|---|
| No upcoming concerts found. | ||||















