The target audience for the indie/alternative music magazine is young females aged 16-25 who are interested in indie music, fashion, and film. The socio-economic demographic is people in socio-economic classes C2-E who may be attracted to the cheaper price of £3.99 and free-spirited content. The magazine aims to inform and educate readers on up-and-coming fashions, film reviews, and music charts/interviews to fulfill readers' needs of feeling secure and having consistent content each month.