The Waifs
Top Brand Affinity
Highest overlapping lifestyle brand
As of 2025-09-09
17,736
Social Media Followers
As of 2025-09-09
00:00:00
Hours Airplay
2025-12-07 11:02:59 UTC
Genres
Biography
Although the Waifs had released third album Sink or Swim in Australia in 2000, it didn't arrive in America until 2002. The Waifs' musical honesty was captured once again with their critically acclaimed follow-up, Up All Night, in the spring of 2003. The album went on to net the group four ARIA awards later that year. In 2004, the (mostly) live double-disc A Brief History... was released, though the Waifs wouldn't deliver their studio follow-up until 2007's Sun Dirt Water. A second live album, Live from the Union of Soul, was released in 2009 documenting their 2008 collaborative tour with labelmates John Butler Trio. Their sixth studio album, Temptation, arrived in 2011, by which time the band's primary members had all settled down in different parts of the U.S. Things remained relatively quiet for the group, with Cunningham releasing his first solo LP, Into Tomorrow, in 2011. By 2015, the Waifs had resumed touring in anticipation of their seventh album, Beautiful You, which was released later that year. To celebrate their 25th anniversary, they released the double album Ironbark in early 2017, and set out on a major national tour of Australia. ~ Jason MacNeil & Timothy Monger, Rovi
The Waifs connects with 45-64 & 35-44 audiences and shows durable traction across AUSTRALIA, UNITED STATES, UNITED KINGDOM. With a heavily male (64%) audience, creative can confidently lean into identity and style cues. Content performance peaks on Youtube, where posts average 149,802 avg views per post; Youtube adds dependable engagement depth. Overlap with Virgin Australia, Telstra, Vegemite highlights near-term opportunities in streetwear, music platforms, and lifestyle products. The throughline is simple: The Waifs moves culture in the exact lanes many lifestyle marketers need.
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 17,736 · Engagements 1,683 · Rate 9.5% Posts 175 · Views 149,802 · Avg Likes 1,605 · Avg Comments 96 · Avg Views 149,802 |
Combine reach (followers/views) with ER to size both impact and responsiveness. |
| Age Breakdown |
45-64: 35% 35-44: 28% 25-34: 24% 18-24: 12% |
Largest: 45-64 (35%); next: 35-44 (28%) |
| Gender Split |
Female: 36% Male: 64% Non-binary/Other: 0% |
Skews male (64%) |
| Top Countries |
AUSTRALIA (45%) UNITED STATES (24%) UNITED KINGDOM (7%) CANADA (6%) BRAZIL (2%) |
Top regions: AUSTRALIA (45%), UNITED STATES (24%), UNITED KINGDOM (7%) |
| Platform Engagement | Instagram: 593 avg likes/post · Youtube: 149,802 avg views/post | Best reach: Youtube 149,802 avg views; best engagement: Youtube 1,012 avg likes |
Top Brand Affinities
Virgin Australia
Telstra
Vegemite
Myer
Coles
Qantas
Kmart
Afterpay
Woolworths
Billabong
Thermomix
Holden
| Brand | Category | Score |
|---|---|---|
| Virgin Australia | 58.88 | |
| Telstra | 51.63 | |
| Vegemite | 45.83 | |
| Myer | 41.94 | |
| Coles | 38.64 | |
| Qantas | 37.61 | |
| Kmart | 26.13 | |
| Afterpay | 26.05 | |
| Woolworths | 18.78 | |
| Billabong | 11.53 | |
| Thermomix | 9.44 | |
| Holden | 8.91 | |
| Amazon Music | 7.82 | |
| Dyson | 7.30 | |
| Sunnies Studios | 7.06 | |
| ABC | 6.74 | |
| BALMAIN | 6.71 | |
| Spotify Music | 6.22 | |
| Airbnb | 5.43 | |
| Aperol | 4.13 | |
| Mulberry | 3.98 | |
| UberEATS | 3.68 | |
| Pfizer | 3.68 | |
| NBC | 3.62 | |
| Preloved | 3.35 | |
| Emporium | 3.10 | |
| Showtime | 3.08 | |
| Tinder | 3.04 | |
| McLaren | 2.90 | |
| Paramount Pictures | 2.48 | |
| Lululemon Athletica | 2.29 | |
| Polaroid | 2.22 | |
| The Olympic Games | 2.06 | |
| Lego | 2.02 | |
| Lush | 1.92 | |
| Guinness | 1.67 | |
| Coachella | 1.65 | |
| SoundCloud | 1.59 | |
| The North Face | 1.54 | |
| Costco | 1.54 | |
| Universal | 1.51 | |
| Bellagio | 1.49 | |
| Bentley | 1.47 | |
| Toyota | 1.45 | |
| Mitsubishi | 1.44 | |
| Levi's | 1.40 | |
| Oakley | 1.38 | |
| Beats Electronics | 1.36 | |
| Tiffany & Co | 1.27 | |
| Paypal | 1.26 |
Official Profiles
Login to view Contact
LoginArtist: The Waifs
The map shows every radio station that aired The Waifs today. Use the controls to highlight stations with the most or least airtime.
Top 10 Songs Played Today
- Radio airplay data is being collected. Please check back soon.
Total Streams
No streaming audience data is available for this artist yet.
Concerts
Upcoming events from today (UTC) to the next 6 months.
| Date/Time (UTC) | Event | Venue | Location | Tickets |
|---|---|---|---|---|
| No upcoming concerts found. | ||||















