Artist Insights · Internal Use Only
Streaming, audience, social — a full picture of where the artist is right now.
5 Things to Know
Only 18 weeks of history, but the shape is promising. The floor started at ~77K weekly and has risen to 600–800K range in under 5 months. The February peak (1.28M) coincided with the Double Edged Sword release. The question is whether the floor holds post-spike.
Three releases in the data, all opening above 83K. Car Crash (Dec 2025) debuted highest at 118K. The most recent release (Teach You To Love Me) opened lower at 84K — a small red flag given the social momentum. Release momentum sits at P23, meaning debut sizes are trending down rather than up.
DOUBLE EDGED SWORD is the dominant catalog track. The top 4 tracks show the shape of catalog engagement — 3 tracks are currently generating weekly streams.
TikTok leads in absolute followers. Instagram grew +27% over the tracked period, TikTok +153%.
International over-indexing clusters in Northern Europe: Norway (299), Ireland (290), Great Britain (193), Denmark (174). In the US, the pattern is striking — she over-indexes heavily in small, rural markets (Clarksburg WV, Terre Haute IN, Helena MT) rather than major metros. This may indicate organic, word-of-mouth discovery rather than playlist-driven metro penetration.
The streaming audience is young but the IG audience is even younger. On Spotify, 18–22 (31.6%, index 158) and 13–17 (14.1%, index 262) dominate. On Instagram, 18–24 is 53% of followers and 13–17 over-indexes at 385. The social audience is a younger subset of the streaming audience — the content is reaching teens who haven’t fully converted to streaming yet.
One of the most female-skewing profiles in the dataset. 84.8% female on Spotify (index 177). Male listeners are an afterthought at 11.3%. This isn’t unusual for a young female pop artist, but the degree of skew is notable — it suggests the appeal is strongly identity-driven.
| Ethnicity | % | Index |
|---|---|---|
| White / Caucasian | 78.3% | 146 |
| Black / African American | 15.7% | 137 |
| Hispanic | 6.0% | 44 |
| Asian | 0.0% | 0 |
| Language | % | Index |
|---|---|---|
| English | 90.0% | 163 |
| Spanish | 2.6% | 20 |
| German | 1.2% | 42 |
| French | 1.0% | 27 |
| Portugese | 0.8% | 11 |
Predominantly White/Caucasian audience (78.3%, index 146) with Black/African American as the second largest segment (15.7%, index 137). Hispanic representation is low at 6.0% (index 44). This is a narrow demographic profile — campaigns should reflect the audience that’s actually there.
Derived from streaming demographics, geographic indexing, platform behavior, and fans-also-like clustering.
Gen Z women (18–24 core) in smaller US markets and Northern Europe. These are early-career music fans still building their taste identity — they follow artists as people first, listeners second. Discovery happens through IG Reels, TikTok sounds, and peer sharing, not editorial playlists. The rural/small-market US over-indexing suggests organic spread through friend networks rather than algorithmic metro penetration.
Authenticity over polish. This audience follows Hailey because she feels real and relatable, not because of a hit song. The 84.8% female skew and 385 IG index for 13–17 year olds suggest identity-driven fandom — they see themselves in her. Brand partnerships should feel personal and unforced. Anything that reads as corporate or transactional will break the spell.
Instagram is the primary relationship layer — 23% engagement means the audience treats her posts like personal updates from a friend. TikTok is the discovery engine with 22.7% like-to-view. Both platforms dramatically outperform benchmarks. The audience is digitally native, attention-rich, and content-responsive. They will engage with anything she posts. The gap is converting that engagement into streaming behavior.
Fans Also Like cluster (Bella Kay, STELLA LEFTY, Alyssa Grace) signals an emerging female pop micro-scene. These artists are discovering each other’s audiences simultaneously. The UK/Ireland corridor (Norway 299, Ireland 290, GB 193) aligns with a Northern European pop sensibility — clean production, emotional vocals, confessional songwriting. The predominantly White audience (78.3%, index 146) with minimal Hispanic representation (index 44) defines a specific cultural lane.
The Fans Also Like cluster is almost entirely emerging female pop artists — none are household names. This is a peer group, not an aspiration group. The audience is discovering these artists together through the same channels.
| KPI | Value | Percentile | Rating |
|---|---|---|---|
| Catalog Momentum | -9.9% | P17 | Very Weak |
| Release Momentum | -15.6% | P23 | Weak |
| IG 1M Follower Growth | 6.6% | P95 | Excellent |
| TikTok 1M Follower Growth | 2.5% | P83 | Very Strong |
| Instagram Engagement | 23.1% | P98 | Excellent |
| TikTok Like-to-View | 22.7% | P99 | Excellent |
| Lean Forward % | 69.0% | P69 | Solid |
| LF Streams/User | 9.49 | P93 | Excellent |
| Core Streaming Age | 20.8 | P99 | Excellent |
| Core Socials Age | 19.6 | P100 | Exceptional |
Artist Insights · Data: Strategic Analytics · Internal Use Only · April 2026
Instagram engagement is nearly 5x benchmark — 23.1% vs 4.9%. When she posts, nearly a quarter of her followers engage. IG growth of 6.6% per million puts her at P95 — Excellent. The social presence is generating real heat.
TikTok like-to-view at 22.7% vs 10.4% benchmark tells the same story: content quality is exceptionally high. Growth at 2.5% per million (P83) is Very Strong. Both platforms show an artist whose content dramatically outperforms expectations.