The target audience for the media product is people aged 16 to 28, mainly male, who enjoy indie rock music. The price of the magazine is aimed to be affordable for this age group. While males may be the primary audience for many indie artists and their music, females can also enjoy the genre. The overall target audience is anyone who appreciates the promoted music, regardless of age or gender, as indie rock performed live in pubs would attract middle-class university students and older adults as well.