The Waifs

The Waifs

Country: AU

Influence: 52.37% Fanbase: 32.69% Trending: 62.22% Career Level: Rising

Top Brand Affinity

Highest overlapping lifestyle brand

Virgin Australia • 58.88% • Very Strong

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

popaustralian indiepoprockaustralian alternative rockaustralian rockrockfolk rockblues rockfolk & traditionalindie folksinger/songwriter

Biography

Originally performing Bob Dylan covers in and around bars in their native Australia, the sister duo of Vikki and Donna Simpson were known as COLOURS. Formed in 1992 and touring constantly in their homeland, the pair hooked up with Josh Cunningham during a stop in August 1992. A year later, they changed their name to the WAiFS. From there, the group released a cassette of original material but decided to head for Melbourne, the mecca of Australian music. A loyal following and hectic touring pace resulted in three albums: the group's self-titled debut in May 1996, March 1998's Shelter Me, and June 2000's Sink or Swim. Folk festivals across the United States and Canada also fell in love with their sweet harmonies and self-described "wholemeal" music. They also shared the stage with such artists as Bob Dylan, Kasey Chambers, and Michelle Shocked.

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 Marketing Affinity & Brand Fit Data

Report Date: 2025-09-09

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.

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 Waifs score 9.49%Very Strong bucket.
Brand: Virgin AustraliaBrand: TelstraBrand: Vegemite
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

Audience Demographics & Key Stats

MetricValueWhy 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
Score: 58.88
Telstra
Score: 51.63
Vegemite
Score: 45.83
Myer
Score: 41.94
Coles
Score: 38.64
Qantas
Score: 37.61
Kmart
Score: 26.13
Afterpay
Score: 26.05
Woolworths
Score: 18.78
Billabong
Score: 11.53
Thermomix
Score: 9.44
Holden
Score: 8.91
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

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Artist: The Waifs

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

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Total Streams

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Concerts

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