The magazine will be a monthly, £6.99 high-end publication targeting 16-25 year old males and females. It will feature interviews with well-known indie and alternative rock artists, along with music and fashion content like upcoming tour dates and album releases. The magazine aims to have a modern, minimalist layout and feel similar to publications like Clash, Indie, Vogue and Elle but will cater to both male and female readers interested in indie/alternative rock styles.