StatSocial Digital Tribes — The Roar of the Greasepaint

Jul 18, 2020 | Digital Tribes

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “The Roar of the Greasepaint.”

Digital Tribe Summary: The Roar of the Greasepaint

FRONT (l-r): Audra McDonald, Idina Menzel, Cher. MIDDLE (l-r): Shangela, Trixie Mattel, Katya Zamolodchikova, Bette Midler, RuPaul. BACK (l-r): Kathy Griffin, Margaret Cho.

This 55.48% male tribe mostly lives in the city. While all age brackets are well represented, those between 25 and 44 are especially present.

They are united by their love for musical theater, drag performers, and LGBTQ+ media figures.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — The Roar of the Greasepaint

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.11 times. 


Men make up over 55% of this tribe..

Over 26% of this tribe is between ages 25 and 34, although the presence of those ages 45 to 54 is 1.41 times larger than the average U.S. audience.

INFLUENCERS — The Roar of the Greasepaint

Over 29% of this tribe’s members are fans of Cher, a percentage that is 28.81 times greater than the U.S. average.

Musical theater icon, and six time Tony Award winner, Audra McDonald, in the 2016 Broadway production of the 1921 Eubie Blake musical, ‘Shuffle Along.’ 

WEBSITES— The Roar of the Greasepaint

Over 15% of this tribe’s members read the website for LGBTQ-centric publication, The Advocate. A percentage 100.76 times greater than the U.S. average.

RuPaul on the cover of the 25th anniversary issue of Out Magazine

TV SHOWS — The Roar of the Greasepaint

Nearly 32% of this tribe are fans of the Netflix series, ‘AJ & The Queen,’ which was co-created by, and starred, RuPaul. That percentage is 62.99 times greater than the baseline.

Billy Eichner, joined by guest, Anna Kendrick, on truTV‘s ‘Billy on the Street.’   

BRANDS — The Roar of the Greasepaint

The Trevor Project, a non-profit focused on suicide prevention within the LGBTQ+ community, finds support from a segment of this tribe that is 111.41 times larger than the U.S. average.

John Cameron Mitchell, co-creator, and original star, of ‘Hedwig and the Angry Inch,’ seen here as Hedwig.

INTERESTS — The Roar of the Greasepaint

Fans of musical theater are in this tribe to a degree that is 34.79 times greater than the baseline.

Musical theater! Betty Buckley and Linzi Hateley in the notorious 1988 Broadway production of ‘Carrie: The Musical‘ (based on the Stephen King novel). Closing after five performances, the show remains one of the most infamous flops in Broadway history. 

PODCASTS — The Roar of the Greasepaint

Fans of ‘Welcome to Night Vale‘ can be found among this group to a degree 3.87 times greater than the baseline.

“Savage Lovecast’s” Dan Savage.

PERSONALITY TRAITS — The Roar of the Greasepaint

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Artistic interests, in a personality context, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.

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