The magazine represents social groups that enjoy hip-hop/rap, indie rock, concerts, and parties. It targets 16-18/19 year olds of mixed gender from middle-class backgrounds, especially those who are bullied or see music as escapism. As hip-hop features more black artists, it highlights African American rappers. However, finding dark-skinned models for photos was difficult. While teenagers are often portrayed as rude and rebellious, the magazine shows this side but also interviews a teenage rapper who is not that way outside his music. The magazine's style and colors present its audience as sophisticated rather than needing flashy images to attract buyers.