Artist Insights · Internal Use Only
Streaming, audience, social — a full picture of where the artist is right now.
5 Things to Know
Long runway of near-zero streaming from 2019 to early 2025, then a sharp ramp. This is a recent discovery event, not a gradual build. Something happened — a playlist placement, a viral moment, a project drop — that created the initial spike. The question is whether the floor will hold at 600–800K or recede.
Day To Night (Nov 2025) debuted at 204K — an outlier. The surrounding releases (Give Me All Your Love at 91K, Never Love at 78K) are more consistent indicators. The most recent releases (How Long 37K, Dreamin 32K) are smaller — cooling interest or strategic soft releases.
Small Change is the dominant catalog track. The top 6 tracks show the shape of catalog engagement — 6 tracks are currently generating weekly streams.
Instagram leads in absolute followers. Instagram grew +14475% over the tracked period, TikTok +163%. Instagram remains the larger platform.
Netherlands at index 622 is the standout — nearly 7.5% of global streams from one country. Australasia/Northern Europe corridor defines the international footprint. In the US: Bend OR (389), Santa Barbara CA (317), Honolulu HI (220), Charleston SC (207). Coastal lifestyle markets where neo-soul has a natural audience.
No Spotify age data available — non-Sony limitation. IG shows a 25–34 core (48.5%, index 113) with meaningful 35–44 presence (18.2%, index 107). The under-18 audience barely exists. This is an adult audience.
No Spotify gender data available for non-Sony artists.
| Ethnicity | % | Index |
|---|---|---|
| White / Caucasian | 79.7% | 148 |
| Asian | 18.2% | 160 |
| Black / African American | 1.4% | 12 |
| Hispanic | 0.8% | 6 |
| Language | % | Index |
|---|---|---|
| English | 95.9% | 174 |
| Spanish | 1.0% | 8 |
| German | 0.9% | 31 |
| Portugese | 0.5% | 7 |
| French | 0.4% | 12 |
Predominantly White/Caucasian (79.7%, index 148) with notable Asian representation (18.2%, index 160). Black/African American is strikingly low at 1.4% (index 12) for an R&B artist — worth investigating.
Derived from streaming demographics, geographic indexing, platform behavior, and fans-also-like clustering.
Adults 25–34 (48.5% of IG) in coastal lifestyle markets (Bend OR, Santa Barbara, Honolulu, Charleston) and Northern European streaming cultures (Netherlands 622, Denmark 363, Sweden 343). This is a mature, quality-seeking audience that discovers music through editorial playlists, music blogs, and word of mouth. The under-18 audience barely exists (3.4%). TikTok is irrelevant to this audience — P5 engagement confirms it.
Analog warmth in a digital world. The Fans Also Like cluster (Aaron Frazer, Jalen Ngonda, Durand Jones & The Indications) defines a specific aesthetic: retro-soul, Motown-influenced production, real instruments, vintage vocal styles. This audience has strong genre convictions and discovers through sonic quality, not cultural moment. They buy vinyl, attend intimate shows, and value authenticity over scale.
Instagram is the only social channel with traction — IG growth at P71 is Strong. Streaming is overwhelmingly international (83% ex-US), concentrated in Northern Europe and Australasia where editorial playlists and independent music blogs drive discovery. The Netherlands alone accounts for 7.35% of global streams. Campaign strategy should be Instagram + editorial + DSP relationship management. TikTok, paid social, and content-first approaches are structurally mismatched.
The audience ethnicity is the most notable data point: 79.7% White/Caucasian (index 148) and 18.2% Asian (index 160) with Black/African American at just 1.4% (index 12) — unusual for an R&B artist. This isn’t a Black music audience consuming R&B — it’s a predominantly White and Asian audience drawn to retro-soul as a musical aesthetic. This has implications for radio strategy (Adult Contemporary may outperform Urban/R&B formats), sync targeting, and brand partnerships.
This is the most cohesive Fans Also Like cluster. Aaron Frazer, Jalen Ngonda, Durand Jones — retro-soul revivalists. The audience knows exactly what they want. This isn’t a casual pop listener — it’s a genre enthusiast.
| KPI | Value | Percentile | Rating |
|---|---|---|---|
| Catalog Momentum | -14.6% | P11 | Very Weak |
| Release Momentum | 19.1% | P47 | Modest |
| IG 1M Follower Growth | 0.7% | P71 | Strong |
| TikTok 1M Follower Growth | 0.4% | P59 | Average |
| Instagram Engagement | 3.5% | P54 | Average |
| TikTok Like-to-View | 2.6% | P5 | Very Weak |
| Core Socials Age | 31.7 | P11 | Very Weak |
Artist Insights · Data: Strategic Analytics · Internal Use Only · April 2026
IG growth at P71 (0.7% per million) is the one strong social signal. IG engagement at 3.5% (vs 4.9% bench) is below average but not alarming at his scale.
TikTok is essentially non-functional. 24.5K followers and 2.6% like-to-view (vs 10.4% bench) puts him at P5. This isn’t a fixable content strategy problem — his audience doesn’t live on TikTok.