The xx

The xx — pop artist from GB.

The xx is an English indie pop group formed in London in the early 2000s by Romy Madley Croft, Oliver Sim, Baria Qureshi, and Jamie Smith. Influenced by R&B…

Influence: 73.91% Fanbase: 73.73% Trending: 74.00% Career Level: Superstar

Top Brand Affinity

Highest overlapping lifestyle brand

Tate Modern • 12.32% • Very Strong

As of 2025-09-27

1,769,074

Social Media Followers

As of 2025-09-27

00:00:00

Hours Airplay

2025-12-07 08:46:55 UTC

Genres

popindietronicadream popindie poppopalternativealternativeindie rockelectronicdowntempo

Biography

The xx is an English indie pop group formed in London in the early 2000s by Romy Madley Croft, Oliver Sim, Baria Qureshi, and Jamie Smith. Influenced by R&B and alternative rock, the band gained recognition with their debut single "Crystalised" in 2009. After Qureshi's departure, the group released their self-titled debut album, followed by their second album, Coexist, in 2012.

In 2015, Jamie xx released his solo debut, featuring contributions from Sim and Croft. The xx's third album, I See You, was released in 2017, showcasing a more energetic and eclectic sound. The band's music has been featured in various films and they continue to evolve their style through collaborations and diverse recording locations.

Top Brand Affinities

Report Date: 2025-09-27

The xx speaks to 18-24 & 25-34 audiences with measurable traction in BRAZIL, UNITED STATES, MEXICO. Composition is male-leaning (53%), which tightens creative strategy without sacrificing scale. Youtube is the reach engine (7,439 avg views per post), and Instagram supplies credible back-and-forth with core fans. Affinity clusters near Tate Modern, Lollapalooza, Glossier, suggesting category lift in streetwear, music platforms, and lifestyle products. The result is a partnership that feels earned, not forced.

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 xx score 0.43% — Low bucket.

Brand: Tate ModernBrand: LollapaloozaBrand: Glossier

Followers:1,769,074

Engagements:7,558

Rate:0.4%

Posts:1,198

Avg Likes:7,552

Avg Comments:84

Avg Views:7,439

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 1,769,074 · Engagements 7,558 · Rate 0.4% Posts 1,198 · Views 7,439 · Avg Likes 7,552 · Avg Comments 84 · Avg Views 7,439	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	18-24: 52% 25-34: 34% 35-44: 7% 13-17: 5%	Largest: 18-24 (52%); next: 25-34 (34%)
Gender Split	Female: 47% Male: 53% Non-binary/Other: 0%	Skews male (53%)
Top Countries	BRAZIL (16%) UNITED STATES (13%) MEXICO (6%) UNITED KINGDOM (5%) RUSSIA (4%)	Top regions: BRAZIL (16%), UNITED STATES (13%), MEXICO (6%)
Platform Engagement	Instagram: 7,394 avg likes/post · Youtube: 7,439 avg views/post	Best reach: Youtube 7,439 avg views; best engagement: Instagram 7,394 avg likes

Top Brand Affinities

Tate Modern

Score: 12.32

Lollapalooza

Score: 10.28

Glossier

Score: 10.23

Acne Studios

Score: 8.76

Ableton

Score: 8.47

JACQUEMUS

Score: 6.92

Coachella

Score: 6.06

Maison Margiela

Score: 5.74

Oculus

Score: 4.44

Movistar

Score: 3.83

Kodak

Score: 3.79

Summit Entertainment

Score: 3.68

Brand	Category	Score
Tate Modern		12.32
Lollapalooza		10.28
Glossier		10.23
Acne Studios		8.76
Ableton		8.47
JACQUEMUS		6.92
Coachella		6.06
Maison Margiela		5.74
Oculus		4.44
Movistar		3.83
Kodak		3.79
Summit Entertainment		3.68
Dr. Martens		3.63
Fujifilm		3.57
Olympus		3.41
Stüssy		3.33
Urban Outfitters		3.33
Campari		3.22
Spotify Music		3.18
SoundCloud		3.10
Polaroid		3.06
Leica		3.01
Tomorrowland		2.94
Aperol		2.91
A Game of Tones		2.88
Pantone Inc		2.86
Garnier		2.85
Guinness		2.78
MTV		2.58
Showtime		2.55
ASOS		2.51
Topshop		2.50
Airbnb		2.40
Lush		2.38
Carhartt		2.32
HBO		2.29
Vogue		2.28
BBC		2.26
Sunnies Studios		2.14
Vans		2.13
Star Wars		2.05
Pepsi		2.03
Tinder		1.99
Snoopy And The Peanuts Gang		1.95
Heineken		1.93
Fendi		1.92
Bellagio		1.88
Beats Electronics		1.86
Paramount Pictures		1.85
Lacoste		1.85