Umi Brand Affinity ranks highest Glossier at 15.93% . Very Strong. Score DMDB 63.31% | Fanbase 51.32%

Umi — pop artist from US.

UMI, a singer, songwriter, and sonic healer, has garnered attention for her genre-blending sound that combines R&B, neo-soul, and folk influences. Raised in…

Umi

Recognizable

Country: US | Gender: female | Artist ID: 11e81bba-4df6-da26-a45e-a0369fe50396

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Genres

poppopr&b, funk & soulr&balternative r&bchill r&bindie r&br&b/soulbedroom soulcontemporary r&bneo soul

Influential: 63.31% Fanbase: 51.32% Trending: 69.30%

As of: 2025-09-10

Top Brand Affinity

Highest overlapping lifestyle brand

Glossier • 15.93% • Very Strong

As of 2025-09-10

921,011

Social Media Followers

As of 2025-09-10

00:00:00

Hours Airplay

Scores

Score: DMDB 63.31% | Fanbase 51.32% | Trending 69.30% | CAREER STAGE: MAINSTREAM

Biography

UMI, a singer, songwriter, and sonic healer, has garnered attention for her genre-blending sound that combines R&B, neo-soul, and folk influences. Raised in Seattle within a musically inclined family, UMI began sharing her acoustic songs and covers on SoundCloud during high school. She left USC to focus on her music career, drawing a loyal following with her introspective lyrics and calming presence.

Her upcoming album, People Stories, delves into themes of ego, healing, identity, and connection, inspired by her personal experiences and relationships. Featuring a mix of spoken word outros and intentional sonic imperfections, the album showcases UMI's tranquil songwriting style across various genres like R&B, folk, and pop. People Stories represents a significant step in UMI's artistic journey, serving as a reflection of her past and a celebration of collective growth.

Report Date: 2025-09-10

Umi is already in the conversation with 18-24 & 25-34 audiences in UNITED STATES, BRAZIL, PHILIPPINES. The audience is heavily female (64%), so brand cues around fashion, access, and lifestyle earn attention. Tiktok produces steady reach (11,749 avg views per post); Instagram confirms credibility in-thread. Affinity proximity to Glossier, Shea Moisture, Brandy Melville points directly to streetwear, music platforms, and lifestyle products. For marketers, it’s a plug-and-play route to relevance.

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 Umi score 0.20% — Low bucket.

Brand: GlossierBrand: Shea MoistureBrand: Brandy Melville

Followers:921,011

Engagements:1,843

Rate:0.2%

Posts:1,596

Avg Likes:1,830

Avg Comments:51

Avg Views:14,902

Audience Demographics & Key Stats

Metric	Value	Why It Matters
Social Snapshot	Followers 921,011 · Engagements 1,843 · Rate 0.2% Posts 1,596 · Views 14,902 · Avg Likes 1,830 · Avg Comments 51 · Avg Views 14,902	Combine reach (followers/views) with ER to size both impact and responsiveness.
Age Breakdown	18-24: 59% 25-34: 26% 13-17: 10% 35-44: 4%	Largest: 18-24 (59%); next: 25-34 (26%)
Gender Split	Female: 64% Male: 36% Non-binary/Other: 0%	Skews female (64%)
Top Countries	UNITED STATES (40%) BRAZIL (10%) PHILIPPINES (4%) UNITED KINGDOM (4%) SOUTH AFRICA (3%)	Top regions: UNITED STATES (40%), BRAZIL (10%), PHILIPPINES (4%)
Platform Engagement	Instagram: 859 avg likes/post · Tiktok: 11,749 avg views/post · Youtube: 3,153 avg views/post	Best reach: Tiktok 11,749 avg views; best engagement: Instagram 859 avg likes

Top Brand Affinities

Glossier

Score: 15.93

Shea Moisture

Score: 14.53

Brandy Melville

Score: 13.04

Depop

Score: 11.95

Urban Outfitters

Score: 8.31

Barbie

Score: 8.02

Coachella

Score: 6.44

Ableton

Score: 6.11

SoundCloud

Score: 5.94

Champion

Score: 5.93

Coach

Score: 5.53

Dr. Martens

Score: 5.45

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Top Brand Affinities

Brand	Category	Score
Glossier		15.93
Shea Moisture		14.53
Brandy Melville		13.04
Depop		11.95
Urban Outfitters		8.31
Barbie		8.02
Coachella		6.44
Ableton		6.11
SoundCloud		5.94
Champion		5.93
Coach		5.53
Dr. Martens		5.45
Kodak		4.41
Fenty beauty		4.40
Lollapalooza		4.21
Forever 21		4.13
Spotify Music		3.86
American Eagle		3.84
Fujifilm		3.58
shein		3.31
OLD NAVY		3.18
FashionNova		3.14
Prismacolor		3.14
Polaroid		3.13
Paramount Pictures		3.04
ASOS		2.99
Showtime		2.98
Target		2.71
Stüssy		2.63
SheInside		2.60
Chrysler		2.57
H&M		2.47
Sunnies Studios		2.26
Sprite		2.24
Beats Electronics		2.18
The North Face		2.13
Airbnb		2.13
Vans		2.09
Chipotle Mexican Grill		1.94
Vogue		1.85
Converse		1.80
Pixar		1.78
UNIQLO		1.78
Calvin Klein		1.69
Walmart		1.66
Costco		1.64
New Balance		1.54
Adobe		1.51
Walt Disney		1.47
Sephora		1.35