The primary audience for the magazine would be 18-34 year olds who enjoy hip hop music and learning about artists on a personal level. While males dominate the hip hop industry, the magazine aims to attract both male and female readers. The target demographic earns £11,000 or less annually and is made up mainly of African teenagers. A secondary audience includes those interested in hip hop aged 16-18 to encourage them to read more, as well as older readers to learn about new artists.