The target audience for the magazine is primarily 18-30 year olds interested in clubbing and music festivals. Originally intended to attract more men, the magazine aims to appeal equally to both men and women through the use of a female model on the cover. Focus groups revealed the target age range, as those under 18 cannot legally attend clubs or festivals discussed in the magazine. The informal, chatty tone and references to specific music festivals and clubs aim to engage readers in this demographic interested in nightlife and music events.