Thelma Plum
Top Brand Affinity
Highest overlapping lifestyle brand
As of 2025-09-13
131,436
Social Media Followers
As of 2025-09-13
00:00:00
Hours Airplay
2025-12-07 11:07:10 UTC
Genres
Biography
She has been making music her whole life and has told one chapter with her debut album 'Better in Blak;' a story about culture, heritage, love, and pain. With incredible strength, courage and heartbreaking tenderness, her debut album captures so deftly what it’s like to be a young Aboriginal woman in Australia. The album became one of the most successful albums of 2019, nominated for 7 Arias and spawning 3 Platinum and one Gold singles. The title track “Better in Blak” came in the top 10 of the Triple J Hottest 100, the highest result ever for an Indigenous artist at the time, as well as winning the prestigious Vanda and Young “Song of the Year” award.
Far from receding from the public eye, she and her music have been involved in high profile campaigns for White Shirt Day and a number of household brands; for Netflix’s ‘Back To The Outback’ animated feature film (starring Tim Minchin and Eric Bana); press commitments such as recently being the cover artist for In-Style Magazine’s re-launch.
The adventure is always. And there is much more to come, and Thelma looks forward to you buckling up and joining her for the ride!
Thelma Plum speaks to 18-24 & 25-34 audiences with measurable traction in AUSTRALIA, UNITED STATES, CANADA. Composition is heavily female (60%), which tightens creative strategy without sacrificing scale. Youtube is the reach engine (12,814 avg views per post), and Instagram supplies credible back-and-forth with core fans. Affinity clusters near Vegemite, Telstra, Bec & Bridge, 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.
Audience Demographics & Key Stats
| Metric | Value | Why It Matters |
|---|---|---|
| Social Snapshot |
Followers 131,436 · Engagements 1,915 · Rate 1.5% Posts 2,085 · Views 18,895 · Avg Likes 1,878 · Avg Comments 32 · Avg Views 18,895 |
Combine reach (followers/views) with ER to size both impact and responsiveness. |
| Age Breakdown |
18-24: 41% 25-34: 33% 35-44: 13% 45-64: 7% |
Largest: 18-24 (41%); next: 25-34 (33%) |
| Gender Split |
Female: 60% Male: 40% Non-binary/Other: 0% |
Skews female (60%) |
| Top Countries |
AUSTRALIA (68%) UNITED STATES (10%) CANADA (3%) UNITED KINGDOM (3%) GERMANY (2%) |
Top regions: AUSTRALIA (68%), UNITED STATES (10%), CANADA (3%) |
| Platform Engagement | Instagram: 1,526 avg likes/post · Tiktok: 6,081 avg views/post · Youtube: 12,814 avg views/post | Best reach: Youtube 12,814 avg views; best engagement: Instagram 1,526 avg likes |
Top Brand Affinities
Vegemite
Telstra
Bec & Bridge
Virgin Australia
Myer
Coles
Qantas
Kmart
Woolworths
Afterpay
Sunnies Studios
New Line Cinema
| Brand | Category | Score |
|---|---|---|
| Vegemite | 61.30 | |
| Telstra | 56.66 | |
| Bec & Bridge | 56.65 | |
| Virgin Australia | 50.27 | |
| Myer | 47.25 | |
| Coles | 46.00 | |
| Qantas | 37.00 | |
| Kmart | 26.15 | |
| Woolworths | 17.64 | |
| Afterpay | 17.23 | |
| Sunnies Studios | 11.36 | |
| New Line Cinema | 11.13 | |
| Zimmermann | 10.20 | |
| Billabong | 9.23 | |
| Ableton | 7.39 | |
| Holden | 6.97 | |
| Emporium | 6.88 | |
| BALMAIN | 6.56 | |
| Tinder | 5.97 | |
| ABC | 5.64 | |
| Showtime | 4.94 | |
| Lush | 4.93 | |
| Aperol | 4.29 | |
| Spotify Music | 3.87 | |
| Dyson | 3.62 | |
| McLaren | 3.56 | |
| Airbnb | 3.47 | |
| Polaroid | 3.41 | |
| Coachella | 3.33 | |
| NARS Cosmetics | 2.86 | |
| SoundCloud | 2.83 | |
| Cadbury | 2.79 | |
| Mulberry | 2.72 | |
| Geocaching | 2.69 | |
| Polo Ralph Lauren | 2.54 | |
| Martini | 2.46 | |
| The Olympic Games | 2.42 | |
| ASOS | 2.24 | |
| Dr. Martens | 2.22 | |
| Beats Electronics | 2.07 | |
| Guinness | 2.06 | |
| Paramount Pictures | 2.06 | |
| Fenty beauty | 2.06 | |
| Kodak | 1.93 | |
| Calvin Klein | 1.66 | |
| Too Faced Cosmetics | 1.54 | |
| Vogue | 1.50 | |
| Chrysler | 1.49 | |
| HBO | 1.48 | |
| Levi's | 1.42 |
Official Profiles
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LoginArtist: Thelma Plum
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Total Streams
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Concerts
Upcoming events from today (UTC) to the next 6 months.
| Date/Time (UTC) | Event | Venue | Location | Tickets |
|---|---|---|---|---|
| 2026-01-10 22:00 UTC | Ocean Sounds Festival 2026 | Phillip Island Parkrun | Bass Coast Shire, Australia | — |















