The target audience for the indie magazine is 16-25 year old, predominantly white British teenagers and young adults. Specifically, the audience is 70% female and 30% male. They are likely to be students or working in art/design fields and not earn a lot of money. They enjoy indie music, socializing with friends, going to concerts and posting on social media about music. Stylistically they wear skinny jeans, band t-shirts and vans or doc martens. The magazine would appeal to this audience by providing information on indie artists, concerts and aligning with their interests in music and culture.