A data profile of the people who buy, follow and care about African-American music in South Africa — modelled from more than twelve digital signal sources. African-American music has an estimated audience of 1,437,125 people in South Africa.
African-American music has an estimated audience of 1,437,125 people in South Africa. 48.9% are female, 51.1% are male, average age 34.0. Top brand affinities: Bologna F.C. 1909, Millie Bobby Brown, Malt whisky, Supreme, Cannes Film Festival.
Top brand affinities include Bologna F.C. 1909, Millie Bobby Brown, Malt whisky, with strongest over-indexing on Bologna F.C. 1909 (1.57× the country average).
Demographically, the African-American music audience skews balanced with an average age of 34.0, and over-indexes on personality traits such as Spirituality, Mindfulness.
The typical African-American music fan in South Africa is balanced, around 34.0 years old, with strong Spirituality tendencies and a notable affinity for Bologna F.C. 1909.
The key figures that characterise the African-American music profile in South Africa.
48.9% are female, 51.1% are male, average age 34.0.
| Metric | Value |
|---|---|
| Female | 48.9% |
| Male | 51.1% |
| Average age | 34.0 |
| Estimated audience size | 1,437,125 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 34% | |
| 20-29 | 25% | |
| 30-39 | 15% | |
| 40-49 | 9% | |
| 50+ | 17% |
of the worldwide African-American music audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 29.5% |
| Brazil | 7.3% |
| China | 5.0% |
The strongest cross-interests of the African-American music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ariel (detergent) | Home & Garden | 1.69× | ||
| 02 | Atlanta United FC | Sports | 1.66× | ||
| 03 | Dave Chappelle | Movies & TV | 1.65× | ||
| 04 | Cannes Film Festival | Movies & TV | 1.63× | ||
| 05 | Kenzo | Fashion & Accessoires | 1.63× | ||
| 06 | Patagonia | Fashion & Accessoires | 1.61× | ||
| 07 | Better Call Saul | Movies & TV | 1.60× | ||
| 08 | NBA 2K | Games | 1.59× | ||
| 09 | Bologna F.C. 1909 | Sports | 1.57× | ||
| 10 | Porsche Boxster | Cars & Mobility | 1.56× | ||
| 11 | Rip Curl | Fashion & Accessoires | 1.55× | ||
| 12 | New York Yankees | Sports | 1.55× | ||
| 13 | Stussy | Fashion & Accessoires | 1.55× | ||
| 14 | Supreme | Fashion & Accessoires | 1.54× | ||
| 15 | Malt whisky | Food & Beverages | 1.53× | ||
| 16 | Nintendo Switch | Games | 1.53× | ||
| 17 | New York Knicks | Sports | 1.53× | ||
| 18 | Arc'teryx | Fashion & Accessoires | 1.53× | ||
| 19 | Millie Bobby Brown | Movies & TV | 1.51× | ||
| 20 | Will Ferrell | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.14× | |
| Mindfulness | BALANCE | 1.10× | |
| Extroversion | THRILL | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.78× | |
| Family Orientation | CONSERVATISM | 0.84× | |
| Creativity | OPEN | 0.87× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for African-American music. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across South Africa. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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