This magazine targets 16-24 year olds, particularly those from urban cultures interested in rap and R&B music. The magazine aims to represent this demographic through the images and artists featured. A male rapper or R&B artist is typically featured on the cover to appeal to both male and female readers who admire such artists. Photographs in the magazine feature people of various ethnicities associated with the genre. The language and style of the magazine also aims to engage the target audience through use of slang, abbreviations and punctuation. The magazine is priced at around $4 to be affordable to its middle and higher income readership.