The target audience for this magazine is teenagers and young adults aged 16-25. It aims to attract this demographic through features like a 17-year-old male rapper model on the cover wearing hip hop inspired clothing. Fonts and designs with a "hipster" and "groovy" style are used to draw in hip hop fans. Both male and female gazes are considered to attract both genders. The price of £4.99 is affordable for its intended readership of working to middle class hip hop enthusiasts.